By using a form of product-placement, a subtle, non-intrusive approach is used to reach out to youth through many popular television programs. Examples of the programs are "Beverly Hills 90210", "ER" and "Living Single" [all popular television programmes with young people]. Logos, posters and hand signals are used in popular media. Community based areas use many media, including local television and radio announcements, radio advertisements, bus advertisements, logos on newspaper vending boxes, and billboard ads. All activities promote the "Squash It" catch-phrase and approach.

Youth Violence

Youth violence is more dangerous now than a few years ago because of the increase use of guns and social attitudes that make it nearly impossible for youth to back down from confrontations. " Squash It grants social sanctions to decisions to walk away from confrontations by promoting a shift in social norms and expectations. The mass media can play a powerful role in changing such expectations." - Jay Winston. An important aspect of the project is providing a place for the youth to go once they have walked away from the violence.