The campaign was launched in May 2007 with a strong TV burst on Ch 5, 8 and U over three weeks, with carefully selected high-rating programmes. TGC continued to dominate the category with continuous TV presence for another five months with cost efficient fringe time packages. To maintain top-of-mind awareness after the launch, TGC created another wave of presence with the sponsorship of highly popular movies on Ch U.

TGC had built its brand identity via the reputed editorial platforms of the local newspapers. Buys into the Chinese evening press, Lianhe Wanbao, proved to be a success, with TGC garnering strong editorial support that highlighted its benefits and importance of joint care. In addition to presence in Straits Times health related columns, TGC further reached out to its audience with exhibitions such as Mind Your Body's Health & You event, where the attendance was tremendous.