We used children as advertising "billboards" for their own negative campaign and distributed lollipops at schools. The children accepted the lollies and were seen in public. And because there’s nothing more shocking than seeing children smoking in public, this enabled the campaign to "go live". Any child seen smoking was now challenged by a parent/other committed adult and received a lecture on the subject.

The campaign had thus achieved its goal. Adults or parents who were overtaxed by the theme could access fgoe.org which was written on the lolly to find information on the correct way to address the problem.

The organization's website, fgoe.org, registered a 15-fold increase in hits for the campaign period. Hundreds of calls from shocked and disturbed parents were fielded. Enthusiastic acclaim was received for the unusual form of communication used in the campaign. In some schools the teaching staff independently organized lectures on the problems of smoking. Thanks to these positive results, the campaign will now be expanded to state level.