Funded content and ground-level interaction became priorities. We developed an advertorial style, harnessed specific media properties and skewed messages relevant to those environments to show the subtlety and complexity of the issue. For pure credibility we allowed the issue to become the hero rather than labour the police involvement.

Small budgets worked harder than ever before:we're witnessing changing attitudes with a groundswell of positivity: there's powerful post-campaign qualitative feedback from within the heart of our communities and column inches for our activities beyond the confines of the campaign. TNS research showed that spontaneous awareness trebled, while overall awareness reached 64%, the highest since Trident's introduction.