The initial idea was to enlighten consumers about the poisons in cigarette smoke. The brief included strategic planning research showing that smokers are more outraged by a noxious substance if it has not been clearly identified.

The agency conceived an unconventional media recommendation: the central argument was that whilst everyone already knows about the dangers of cigarette smoke, what really mobilises the public is emergency-style health alerts in the media.The media team thus recommended a brutal, one-shot message, in the form of a panic-triggering public health announcement. Generating spontaneous media coverage, this would also concentrate investment into 24 hours.