Scotland's Children's Hearings system works with young people who may have offended, been neglected or abused. It concentrates on the welfare of the child and puts decisions into the hands of everyday people. The paper shows the reverse in the decline of respondents to the Panel, attracting a broader cross-section of the community. Inviting people to sacrifice free time and expose themselves to potentially upsetting situations without pay is no mean feat. A product-based campaign and a new set of brand values engaged a wider audience and emphasised membership benefits. The advertising strategy led to a dramatic change, with response growth of 374% from 2001 to 2002 at an increased media spend of £78,821