We made our targets the focal point of the mailing. We intercepted the real newspaper hot off the printing press, substituted their lead story with ours, printed a new front page, wrapped it round the original paper and couriered it to our targets’ desk to be there first thing in the morning.

At the time of writing, 4 care home groups (representing a total of nearly 700 homes) had initiated contact with P&G Professional. That’s a response rate of 25%. Meanwhile, unaided awareness of the company has shot up from 15% to 70%.