The direct mail piece compelled the target audience to involve themselves with the program, with a 38% rise in volunteer applications and donations to date. The idea appeared on over 15000 websites across 50 countries, transcending borders and cultures. More than 30 million Rand in PR has been generated around the world with the campaign appearing on television, radio and in press. The Idea is being used as a successful case study in a college textbook entitled: Advertising: Principles & Practice by Sandra Moriarty, Nancy Mitchell, and William D. Wells, published and distributed by the Pearson Education Group in the US.