Cathedral City: It's not just how many customers you have

This paper written looks at how a £500 tactical awareness campaign created an advertising effect disproportionately large to its actual size. By leveraging Valentine's day and juxtaposing it with a message about domestic abuse, a media schedule giving just 2% adult coverage in fact gave 52% of adults at least one opportunity to see the ads through the media coverage the campaign received. The paper also looks at the uplift in visitors to the website, the increase in donations received by the charity, and the real world value for sufferers of domestic abuse and their friends and family