While other companies' sales promotions take merely superficial forms, Esprit has been emphasizing the responsibility that the fashion trade should take for the whole of society. In 1992, Esprit asked its customers: 'What would you do to change the world?' 20,000 responses reflected a mixture of frustration and humor, idealism and realism. The answers and their authors became the subject of controversial magazine ads, and even got a spot on MTV. Stark black and white portraits, with no make-up and almost no Esprit products in sight, accompanied messages like "keep a woman's right to choose...unless George Bush is free to baby-sit". The US campaign was dropped after two rocky sessions. In Europe the concept was highly acclaimed and the campaign ran for 2 years.