This campaign's purpose was to raise public awareness, knowledge, and understanding of global population, development and women's issues, particularly in the context of the then-upcoming United Nations Conference on Population and Development in Cairo. Our strategy was to dramatically present the current understanding of population and development issues as well as emerging trends and new thinking, in a print campaign placed in national opinion leader publications. This full page newspaper ad was framed as a double-meaning "Pop Quiz" with a series of topical and provocative questions and multiple choice answers about population and development.