Young male smokers do not find messages about long-term health implications relevant or motivating. But all men (although particularly young men) irrespective of age and demographic are concerned about their sexual prowess. Communication was created to hit men where it hurts - their penis - with the message that every cigarette you smoke is damaging your ability to have and maintain erections.

The campaign creates a visual mnemonic by combining the cause and effect of smoking on boys' sexual performance. A cigarette placed between two fingers acts as a representation for a penis, which in the TV burns away as the ad progresses, until eventually the ash that has built up falls off. This is supported by factual information on how smoking has an immediate effect on the penis, with each one causing fatty deposits that restrict the flow of blood to the penis thus effect the ability to have and keep an erection.