The campaign strategy was to work in co-operation with bookstores carrying the book to reach consumers who use profanity as a habit. The campaign had no media spending and used environmental guerrilla tactics. The approach was to create a situation that would stimulate someone to use profanity then introduce the book to demonstrate an answer to a habit that may be considered rude or unprofessional. This execution is a website pop-up that simulates your computer freezing and hard drive crash.