Grand Prix and gold prize winner for 'new campaigns for previously advertised brands' category. Research identified two main aims, to reduce the perception of the cost of calls and promote longer calls. Three TV campaigns featuring Bob Hoskins ran from 1994-95, supported by posters and national press. 'It's Good To Talk' campaign success shown as a rise in call duration correlated with the campaign. Central TV used as a control area showed direct evidence of ad effect, with payback calculated as £297 million. Described as 'a piece of social engineering'