In just 3 weeks, 38,015 women volunteered to become a Modess Angel, exceeding the target in less than a month. The campaign impacted positively on Modess’ emotional imagery. Scores for “brand that empowers women” increased by 12%, increases for “leader/ #1” (8%) and “”friend who supports me” (4%). Moreover, the gains in imagery translated to consumption, with consumer index for Brand Used Most Often increasing by 10%, taking from Whisper’s share of the business. The brand also experienced a +8% increase in sales, after multiple months of decline.