We observed that most magazine covers have extremely attractive women on them. So why not use the front cover as it is with the message printed on the back cover. It is only when the reader is holding the magazine in his hands, that the ad comes to life. The person sitting opposite the reader immediately gets the impression that the reader is touching the model inappropriately. And the message on the back cover informed onlookers that, "Sexual harassment could be happening right in front of you."

People sitting opposite the reader instantly realized that sexual harassment is so common at public spaces and at workplace that it often gets past unnoticed.

This innovative idea helped Rotaract Club of Mumbai Shivaji Park receive hundreds of calls for reports, complaints and inquires on sexual harassment.