The ad was first placed on online platforms in 2009 and then later on the day against online censorship, March 12th 2010, in big online newspaper all over Switzerland. The broad implementation was a big success – both in terms of reactions and page visits. “No Comment” made it through many large Swiss online media (in all national languages) and generated a huge viral spread. Reactions were immense – regarding both media feedback and page visits. The traffic on rsf-ch.ch doubled as a consequence (compared to the same workday a week before).