Women's Day is a public holiday in South Africa and fell on 9 August 2004. The main Cape Argus sports stories appear on the back page with tight editorial deadlines. The agency worked with the sports editor to rewrite the same sports stories from a woman's perspective. This "women's" page then appeared on the inside left page with a caption wishing all Cape Argus female readers a Happy Women's Day.

Because of the highly visible, "impossible to miss" nature of the advertising, the ad had a great response. The newspaper had numerous calls and letters from female readers congratulating them, especially since sport has previously been seen as a holy cow geared solely towards men.