The message reached our target audience through channels they respected and valued. This not only lent greater credibility than could have been bought but also generated far more exposure than could’ve been afforded in traditional media.• 340,000 “Badman” viewings on YouTube, winning 8 awards in first week• 85,000 unique visitors to stoptheguns.org - 1,000% uplift in traffic• 84,000 listened on MySpace• 12,500 viewings on Kiss or Choice FM sites• MTV, MTV Base, Radio 1 and 1Xtra playlisted “Badman” track and video• Trevor Nelson’s #1 video of the year on “The Lick”