The Worst Boyfriend in NZ Competition.Stage 1: We emailed nzgirl's database with a link to an interactive site. Enter the name of your ex, it appears on an aeroplane banner reading '(name) has a small dick'. Stage 2: Enter ex-boyfriend in Worst Boyfriend Competition to have him publicly humiliated at the 2005 Big Day Out. Stage 3: From thousands of entries a winner was chosen. To announce the winner, these banners were towed across the 45,000 strong crowd: "Josh Short likes it with a strap-on." A second plane followed, banner reading: "Don't mess with nz girls – girl.co.nz."

We set out to do New Zealand women a service outing the most badly behaved men in the country. Initially we engaged woman via email, a personal medium. This creative and the nzgirl website bonded them through shared experience. Finally we gave them closure in the most public of forums. We had all New Zealand women talking, and New Zealand men quietly listening.

You can't buy the kind of media coverage the competition generated. In the week preceeding the Big Day Out, stories ran daily in the national newspaper reporting on the nzgirl competition. On the day, 3 National News (New Zealand's second biggest news station) dedicated its Big Day Out story to coverage of the nzgirl Worst Boyfriend Competition and its winner. Across the country, radio stations ran competitions to find Josh Short. And the results? Traffic to the website increased significantly, achieving 200% over the target.