In 2002 TIDY Northern Ireland ran a highly successful campaign using the image of rats, in what was commonly know as 'The Rats Campaign'. The campaign involved a cinema advertisement shown before Men in Black II - a media source identified as being watched by our 'Life's too Short' target audience. The advert was run in local cinemas with viewers being asked to fill in a questionnaire as they exited the film. 72% of respondents to this post campaign questionnaire had seen the advert with 44% of all respondents saying that the advert would make them change their future behaviour.