The media team was faced with the challenging task of advertising a sensitive social awareness issue. The media team brainstormed what medium could be used to effectively communicate the message with an almost non-existent budget. We decided to choose department stores, so we could reach a high number of women on a personal level. Our choice of stores depended on the number of feet through the door. We selected areas inside these department stores that best tied in with the creative concept of 'stop covering up'. The media team was also responsible for negotiating the space and positions within this store.