The sticker was very similar to an CG strip on which the heart rate is printed. the text was treated to look like the heart rate itself. So a person was first surprised to see an ECG strip, and on a closer look, realised that the heart rate printed on it is actually the message. The connect was very strong and stayed in the minds of the target audience.

The medium was very cost effective, required less time to execute, simple in form and at the same time the spill over was almost nil. The sticker became a talk point and the idea of Apollo Hospital's emergency ward then travelled through word of mouth also. This multiplied and maximised the expected results.