An extension of the Science on the Buses project this was one of the largest public awareness of science poster campaigns ever mounted. It ran simultaneously in the capitals of all 15 then members of the European Union. The posters were produced in collaboration with two external consultants; a graphic designer (Jon Mills) and a facilitator (Ben Johnson) who ran an iterative feedback process that involved holding focus groups in 11 different EU states. The target audience was young adults and the objective was to promote discussion and debate about the role science and technology should play in society. Innovations included the use of ambiguous imagery to generate discussion and the printing of an SMS number on the posters which passengers could use to respond to issues raised by them. The messages were then translated and displayed on a custom designed campaign website (www.choosenow.net). A total of 8081 posters were produced in 12 different languages. The campaign co-incided with European Science Week in November 2002 and was funded through the Improving Human Potential strand of the European Commission's Framework V programme. This project features within a peer reviewed paper Burnet F, Johnson B and Bultitude K (2005) Graphical Science Proceedings of the Beijing PCST Working Symposium Strategic Issues in Science and Technology Communication and invited plenary presentations at both the 7th Public Communication of Science and Technology Conference (Cape Town, December 2002) and the 4th World Congress of Science Journalists (Montreal, November 2004).