'Sid' campaign before the privatization, objective was to stimulate widespread applications for the shares. Research looked at attitudes to British Gas leading to a campaign that would stress the success of the company. Standards set to monitor awareness and interest as the campaign developed. Necessary to de-mystify the whole procedure of share buying. All media used. Rapid growth in awareness eventually reaching 97%, research showed a very positive response to the campaign. Offer eventually 4 times oversubscribed.