However given that Colgate has historically underspent in media and not competed with the other global players in advertising spending and so we do not see the company launching into a massive ad campaign which might not bear fruit.
Animals Asia, the charity which runs the Vietnam Bear Rescue Centre in Tam Dao National Park, mounted a high-profile campaign to save the sanctuary, recruiting Ricky Gervais and other celebrities to its cause.
But it also gives the chance to explain how Edward Morel and Roger Casement launched what was, in effect, the first international human-rights campaign, using the mass media to bring an unstoppable torrent of public criticism to bear on the Belgian authorities.
Recent attacks that have hit Apple, Facebook and other high-profile companies often bear similar hallmarks of infiltrating a system via employee computers, and with a straightforward spear-phishing campaign.