Coat check staff in various nightclubs snuck notes into the jacket pockets of visitors. Written on the notes were intimate messages from supposed secret admirers. When recipients visited Facebook, they saw evidence of a malicious one-night stand that, due to having drunk so much the night before, they could not remember. After surviving this shock, they could then print out their own notes and sneak them into the jackets of their friends when they were leaving clubs. The message spread this way on its own.

The action provided a lot of food for discussion as well as a noticeable increase in the number of click on the Blue Cross website.