On 'launch day' some 48 hours after Cyclone Nargis first hit, the film aired on selected MTV networks and on the Times Square Jumbotron, and media outreach to targeted individual influencers and journalists commenced. However, a decision was soon made to halt distribution, as the film's original message of 'support' was re-examined in light of the disaster. Less than 10 days later, the film itself, the campaign website and all related materials were amended to address the aid issue, and all partner efforts were re-engaged to distribute these assets. The 'Emergency' version of the film appeared on selected MTV networks and on the Times Square Jumbotron, and PR partners handled story and asset distribution to targets. Among the many sites, networks and platforms used in the viral and social media efforts were YouTube, Fanista, Revver, Vimeo, Facebook, BoingBoing, Mashable, FutureLab, Coolhunter, The Hub and the Human Rights Action Center.

As a result of these efforts, this film and its message touched millions of MTV viewers via television and in Times Square, and it drove tens of thousands of hits on the campaign's official website and a new site launched by MTV in concert with Burma Campaign UK. After more than 80,000 online viewings and coverage in news, entertainment and creative industry publications across North and South America, Europe and Asia Pacific, the film and its message has been fully embraced by the public, human rights activists, rock stars, broadcasters and even the Elders.