A 91-year-old lady phoned in to say if anyone had seen the world it was her, and that she thought the exercise book was a fantastic piece of advertising.

There were numerous requests for more copies of it to use as educational tools, most notably a school who wanted an extra 120 copies and a man who wanted 50 to give out at work.

Our online work provoked similar reactions - the campaign web site received over 58,000 click throughs and 8% clicked the donate button.

Total income was £53,042, with response rates of 0.0348% and an ROI of 0.25.