The creative execution was a recorded phone message in which a self-confessed Paedophile thanked the listener for being indifferent to and therefore supportive of his crime. Calls were placed to parents of children between 1-15 years of age. As soon as the call would be answered with a "Hello?" the recorded message would be played. The conversational and casual manner in which such a serious message was delivered made sure that the listener stayed on the line till the end, when the call for action is announced.

A phone call that cost less than a rupee proved more effective than other expensive media, by reaching out to the exact target and delivering the message in a powerful manner. Each alert parent created by these phone calls could translate into one child saved from the Paedophile.