This media innovation is considered a first in the Sri Lankan media history, where the day was dedicated to engaging the public in order to solve tiny problems before they can become big issues, thereby boldly confirming the claim averred by the new formula - which is fixing tiny invisible holes on your teeth before they become cavities.

According to Unilever, new Signal with Active Micro Calcium actively protects your teeth and unlike ordinary toothpaste, Signal’s best ever formulation with active micro calcium together with fluoride works to repair tiny unseen holes on teeth and prevents them from becoming cavities, keeping teeth stronger and healthier.

As such the public were invited to call in with their problems throughout the day, which were not necessarily related to dental issues, and every hour starting from 8 am right up until 9 pm a problem was aired, where viewers were invited by the TV presenters to text in the answer to the issues through 7788.

At the beginning of the next hour a winner was drawn, where valuable gift items such as microwaves, washing machines, refrigerators, home theatre systems, digital cameras, mobile phones, play stations and television sets etc.

Meanwhile with on-site activation programmes, the public across some towns were also involved to solve these common household problems where they walked away with Micro Calcium gift packs courtesy of Signal.

Radio channels of the group (Yes FM, Y FM, Sirasa FM etc) too were engaged in this activation where the presenters were heard inviting people to watch Sirasa and join in the fun.

The uniqueness of the programme was that different questions were posed to target the relevant target audience, for example in the morning belt - the house wives, afternoon belt – the children, Evening belt – the family on the whole etc. Partnering Unilever in this innovation was the media agency Mind Share and Lowe LDB.(Island)