A man and a woman aged 50 are working in an office. Suddenly, they hear an alert sound. They search for the source of the sound, but can't find it until they notice, to their surprise, a red alert light coming out of the woman's stomach.

Headline: In real life you don't always get a warning signal. Early discovery of Colon Cancer can save your life.

The campaign utilized an innovative guerrilla activity that consisted of placing kiddie cups containing an image of cigarette butts in busy public places in Tel Aviv, where mothers and children frequent together. The copy on the cups: “Mommy Dearest, when you smoke by me, you hurt me” next to the Israel Cancer Association logo. This execution caught the mothers unaware, conveyed the message at an individual level and leveraged public forums to enhance the effect of peer pressure.

The cups created buzz among the mothers present at the display. The mothers and children actively interacted with the presentation and the cups became a novelty item. The guerrilla campaign was covered in the newspapers, on the internet and on primetime television news.