We ran an ad on 4,000 tube car panels throughout February. It’s cold, damp and dark at this time of year, and morning after morning people sit on the tube going to work wishing they were somewhere else, doing something more interesting.

The ad tells people their lives are dull and trivial without actually saying it. We appeal to them to change their lives and challenge them to get off their backsides and take action.

We relied on the power of the copy to crescendo and almost lift people out of their seats.

VSO hit its volunteer recruitment targets. 25% of all inquirers cited the ad as their inspiration. It improved brand awareness – VSO is little known, and misunderstood. This ad helped fix that. The ad caught people’s imagination and became one of VSO’s most talked about campaigns. It generated such a great response that the next chapter is due to run in May 2004.