The creative strategy was based on the insight that aquatic babies’ means of reproduction, rearing and development are drastically different from any thing we’re familiar with. Our idea was “Baby stories unlike any other.” Rigged pregnancy tests were placed in urinals in men’s washrooms. When men relieved themselves, the tests displayed a “positive” result. Posters above each urinal explained that in the aquatic world, male seahorses are the ones who get pregnant.