The visual appeal of nests hanging from the girders of the billboards left a deep impact on people driving to/fro offices, and those relaxing in restaurants near the selected billboard. The headline further augmented the effect. The medium and the message jelled perfectly well, as the message differentiated the medium. Moreover, the treatment for the brand ensured that there were a greater number of eyeballs attracted to the billboard and the powerful message ensured registration.

WWF installed this skeletal frame at a prominent site in Gurgaon at one-tenth the cost of a normal vinyl billboard. And within two days of putting it up, two saplings were seen planted just next to it. Besides, rave reviews from the media also prove it was a roaring success.