The solution was a perforated calendar printed on heavy stock and delivered via mailer tubes. The current day is displayed when the recipient tears out the previous day on the calendar. Because the calendar is printed on the background of a sky, the "hole in the sky" gets bigger as the year progresses. At the bottom of a calendar, a simple message reminds the viewer that "The problem gets worse every day". Besides being inexpensive and interactive, the agency felt that the cleverness of the solution lay in its choice of medium for the message – calendars have a long shelf life.

Approximately 1,000 calendars were sent out, with around 30% responding by email, fax and letters. Among the respondents, many indicated that they thought the calendar was clever, practical, and useful. The client received many requests for reprints, and another 500 calendars were subsequently printed and delivered. Website hits increased by approximately 350% during the first two months after the mailers were delivered. During a telephone survey, many corporations indicated that they would like more information how they could implement recycling programmes in their offices.