With no media spend, the video campaign led the news agenda on the day of launch, was the main headline on BBC Breakfast and C5 news, and prompted discussion on R4’s Today and Victoria Derbyshire’s programmes, among others.

Since launch there have been:

Over 4 million views, primarily through Facebook
100+ pieces of national and regional coverage, potentially reaching 58% of all UK adults
4x increase in traffic to the self-help website, with dwell-times doubled
Quotes from callers to the helpline such as, 'I just watched it on repeat and told myself ‘this is going to be my life if I don’t stop offending... It’s given me the motivation to stop.' - Pre-arrest offender (Source: BritainThinks)

McDonald's

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