We were tasked with raising awareness of cycling safety. Specifically how easy it is for motorists to miss cyclists (and to persuade cyclists to make themselves seen). As part of an integrated campaign including TV, press and on-line; WCRS created a TV ad and used social media to help it spread virally. The social media strategy involved three distinct tactical stages:  1) Video sharing optimisation - creating groups on youtube, etc.  2) Social media optimisation – promoting on del.icio.us, etc.  3) Community seeding selected stable of specialist cycling & motoring blogs, forums and Facebook groups.  After just 2 weeks, the online version of the film received a total of 4.4million views.  • 1,500 comments video sharing sites; • circa 34,000 results on Google discussing the ad; • 4 fan groups on Facebook. • Page 1 on reddit & digg; • 6th Most Viewed Youtube film in the uk that month • 1st most viewed in its category (How to & Style) globally. • £140k worth of views for £20k, giving us a saving of £120k and an ROI of 600%