A number of media owners were approached to look for the creative media solution. Most ideas were discarded as either being over budget or not having the necessary talkability. Finally, the right malls with external lifts were identified and the big media idea was born.

Record calls to the helpline have been monitored and the HPB website has seen heavy traffic. The exact take-up to actively give up smoking is unclear but the PR value and the peer pressure of this campaign have made it a success.