The campaign utilised media space in a manner not previously allowed by the respective media owners. In print, the ads were designed to look like genuine newspaper editorial, which took much persuasion to convince the Cape Argus that their editorial integrity would not be compromised. In radio, the advertising message was integrated into dedications during the regular broadcasting of Bradley Knight’s Good Hope FM Shout-out dedication show, which also took a lot of negotiation and persuasion. The media team had to work closely with the editor and the producer from the radio station to achieve the desired goal.