The "It's your fault" campaign stemmed from the insight that South African media planners are generally time-starved and suffer from attention deficit disorders. The campaign was designed to speak to media planners "in their own language" by dramatising the efficacy of their craft through humour. Each creative execution illustrated the dramatic impact of innovative media placement on consumer behaviour. In this way, the creative concept resonated with its very tight target market segment, inciting them to action.

The Roger Garlick Awards 2006 received a record number of entries (49) since its inception in 2002. The campaign prompted a number of unsolicited responses from media planners, including the following : "I found the advertisements for the Roger Garlick Awards this year hilarious! How on earth did the creative guys get to understand how us weird, cynical lot really think?"