Instead of talking to the target audience, we let them do the talking. We created an anonymous 'confessional booth' in the middle of Singapore's largest red-light district, Geylang, encouraging men to step forward and voice their opinions on topics ranging from fidelity, virility, to HIV and AIDS. These were then used as a springboard for discussion on Singapore's first men-only radio programme. Each episode of the show was followed up with a call-to-action, for listeners to visit one of the anonymous mobile HIV testing sites on the day after.

The campaign aimed to increase early detection of HIV through regular testing.

The radio show was held in conjunction with a mobile testing service operated by Action for AIDS (AFA). Weekly invitations were made on the show, driving listeners to testing locations. Testing numbers were then benchmarked against non-show and Season 1 periods.

Testing numbers are traditionally low, under 10 per month. In comparison, Season 1 yielded 3 times the number of voluntary tests over a 4-week period, all of which were attributed to the show. Season 2 proceeded to improve on this, doubling the numbers attained in Season 1.