Each target was sent a Total Effects 2004 calendar to keep and use, which runs 'backwards'. The back cover is cut longer to ensure the pack and web address feature beneath every page.

It has not been practical to differentiate hits generated by this campaign from others received by the website. However anecdotal evidence indicates that Total Effects remains top of mind within the select target audience. Overall media coverage remains very favourable, and market share for Total Effects grew by 1.2 percentage points (from 11.4% to 12.6% of total market) through January 2004.