The target audience for this campaign was the educated youth between the age of 12 to 21 years, who may be tempted to smoke at school or college under peer pressure, and young professionals who may take up smoking as a stress buster. The event engaged around 1,000 people through this activity.

Commenting on the initiative, Priya Shaikh, General Manager, EMDI Institute said: "The objective was not to alienate users of tobacco, but to show them how their urge to use tobacco can be controlled by learning ways to channelise their energies through creative activities like painting, writing, motivation, group activities, and physical exercise. SWAT shows us that tobacco is a habit which is controllable with a positive take on life. Until now, only the students of EMDI have participated in the event but in this edition, students from various other colleges also participated."

The event commenced with a sports meet followed by a box cricket and football open competition at Adarsh Football Club Ground, Shivaji Park in the morning and a candle march at Carter Road, Bandra in the evening. Feb. 4 engaged students through speed for SWAT, a task filled race across the city beginning at Bandra Fort Amphitheatre, followed by a live concert by DJ A. Sen, Color Compound, LIFE, Rang and After Taste. The highlight of the event was a video message especially recorded for the occasion by film-star Vivek Oberoi, which was played throughout the festival on both days.

The event coincided with World Cancer Day on Feb. 4 and hence, the initiative was supported by Cancer Patients Aid Association (CPAA). Other sponsors associated with this event were Fever 104 FM, Bisleri, Buzzintown, Jaago Mumbai, State Bank of India, Youth Incorporated, Big Red Tent, Four Seasons Exchanges, and EVENTFAQS, amongst others. The sponsors benefited through art venue branding, branding on the passes and vouchers, and promotions on the website and through social media.

The sound for this event was provided by SOUND.COM and music equipment by Furtados.