He wanted -- he rang to say that they had had an incredible reaction from that front page. They had been inundated with millions of people wanting to raise funds into cot death, wanting to do something about cot death. It had motivated the nation. That was what he said. "And so we, as the Sun newspaper, feel that we really need to do something. We want to do a fundraising campaign. We want to do an awareness campaign. We want you to help us do that."
And our first reaction was: no way. Then he said, "Well, we're going to do it anyway, whether or not you join with us in doing it, and frankly, it will look very bad for you if you don't, because we are going to do something about cot death and it will look as though you are not wanting to do anything."