Every research publication attracts scrutiny. TFG’s publication in Tobacco Control Journal in 2010 entitled “Phasing-out tobacco: proposal to deny access to tobacco for those born from 2000” is no exception. Singapore’s print media The New Paper as well as Singapore Press Holding’s AsiaOne portal published an article highlighting some of the issues surrounding the proposal. As our school program pick up momentum, this publication is not only timely publicity for TFG but more importantly, it paves the way for society to start exploring “end game” ideas seriously. Regardless of the outcome, our mission of going to the schools and educating the young about risks of tobacco addiction remains a key priority for the team.