We decided to talk to students on an intelligent, respectful level, presenting them with the facts and inviting them to "Work it out for yourself".

Our work challenges misconceptions, invalidates excuses and builds anxiety in a guerilla campaign using ambient media such as door-hangers, stickers, T-shirts and lecture theatre overheads, to create an ominous presence on campus and drive response.

Results prove that making up your own mind to do something is more persuasive than being told to do it.

By November 2004 the online campaign had already achieved 5,671 sales, smashing the target of 4,950 we'd hoped to meet by April 2005. The results for the multi-media campaign are so far a massive 13% up on last year's figures.