As part of NSPCC's stance on the issue of parents hitting their children, the campaign follows their position that "Hit means you've lost it". This piece is intended to provoke thought among parents and for them to consider whether hitting their children as a means to discipline them is really the best answer. The audience is taken to the main NSPCC site where the issue is discussed more comprehensively.

There was no specific business goal except to thank London for its continued support and put a smile on their faces. This may drive calls to the helpline or donations but this is not our primary aim.