The need to reach the greatest number of people with scant material and human resources led us to think of a totally new alternative that would surprise the public both through technique and content. The concept was simple: "Say no to transgenics." The challenge was to find a technique, something that would transform the affected public into spreaders of the message.

More than 3,000 brochures were distributed 87.9% of the public reached by the promotion kept and passed the material into other people. The Press gave the promotion wide coverage, even with cover articles. Its not possible to measure how much public awareness increased. But certainly Greenpeace managed to continue the debate on transgenics within society through people who received the material and read the newspaper articles.