The campaign generated 57,103 helpline calls in one month – up 208% on the previous year. It also drove 273,700 visits to the campaign website – up 145%. Moreover, it yielded 3,600 text responses – up 419% - and 4,334 interactive TV responses (there is no comparison with the previous year here, as this was the first time we had used this medium). All in all then, the campaign generated 338,737 responses in one month – up 158% on the previous year. And just as importantly, the cost per response virtually halved, from £13.55 for the previous campaign to £6.91 in 2007.