To dramatise the dangers of watching TV without a licence, we subverted the traditional 'safe sex' message that students are bombarded with.

We made it clear that if we caught students 'in the act', they could face prosecution - and a substantial fine.While the executions were irreverently humorous, the underlying message was as serious as the sexual health campaign it borrowed from.It was striking, bold and slightly anarchic - exactly what is needed to cut through the clutter of student communications.'Practise Safe Telly' translated easily across a variety of media, from posters and direct mail to application forms.

The campaign delivered an ROI of over 16:1.The best performing channel was the mailing to students at their parents' home before the start of term, which generated an impressive response of over 10%.Client quote:"We were delighted with the strategy used and the results it achieved from this elusive and notoriously resistant target audience. Not only have we smashed our sales and ROI targets but we have achieved a massive 67% growth on last year. And I have a feeling the creative will live on long after the posters are taken down."