Over the 4 weeks prior to any broadcast advertising a conservative estimate of 1m people saw the leaked photo and phone number online (about 5% of the Australian population). Media coverage of the story in press and radio is estimated at over 2m exposures. This viral activity generated over 11,000 calls/texts in three weeks, once the campaign broke over 60,000 people visited www.responsiblemobileuse.com.au and over 670,000 calls/texts were made to 0403JASOND.Hard measures indicated a significant uplift in sales and phone usage, a reduction in customer churn and a steady maintenance of revenue per user.