Publicity Campaign.

I'm not sure I've ever seen a documentary that has achieved so much good publicity before it was released.

I have not been able to pick up a British newspaper in the past week without reading about the film. I'm not talking about reviews, but opinion pieces and news articles about the issues the film raises. I'm not sure I've seen a single print advert or trailer for the film, but it has received exposure that money simply cannot buy.

Sarah Brown - in a week where her and her husband's every move have been scrutinised like never before - tweeted about it in glowing terms, one of the many articles I read mentioned a private screening for Prince Charles. The news that the boss of Pret-A-Manger has banned tuna sandwiches from his outlets after seeing the film was followed up - on the morning after the worst election results for the Labour Party since 1918 - on Radio 4's Today Programme.

Anyone know who is responsible for the campaign? Has it just been a case of screenings for the right people? Whatever, I take my hat off to them for a job well done.