The campaign utilised media space in a manner which is usually not allowed by the respective media owner. In print, the ads were designed to look like genuine newspaper editorial and run amongst normal newspaper editorial. This took much persuasion from the media team to convince the Cape Argus that their editorial integrity would not be compromised. The newspaper was also worried it would set a precedent for other agencies. The media team had to reassure them and work closely with the editor to find the best position for the ads.