Authenticity was key. Therefore, the core content of the track ‘Badman’ and accompanying visuals were the platform for a range of engaging communications from ringtones through to a competition to write the fifth verse of the track. The materials were formatted for digital download and were screened on TV.

The track charted with MTV and Channel U, we got 75000 plays on YouTube, 50,000 on myspace and 140,000 via Choice and Kiss.

Trident’s site got 12,500 hits and the tour reached 1400 kids at risk with a message that there are better ways to get respect than a gun.