The Accept Responsibility campaign, and the accompanying FLY-built website, did indeed become industry best of breed. The novel approach of bringing denial and its accompanying excuses to light was hailed by experts, and both schools and psychologists partnered with Pernod Ricard in using FLY’s website content to teach responsibility. Pernod Ricard enjoyed continued PR benefit, and the campaign was translated and expanded throughout North America, Europe, and Australia.