From the outset of their collaborations, Drummond and Cauty practised the guerrilla communication tactic that they described as "illegal but effective use of graffiti on billboards and public buildings" in which "the original meaning of the advert would be totally subverted". Much as the JAMs' early recordings carried messages on the back of existing musical works, their promotional graffiti often derived its potency from the context in which it was placed. For instance, The JAMs' "SHAG SHAG SHAG" graffiti, coinciding with their release of "All You Need Is Love", was drawn over the "HALO HALO HALO" slogan of a "Today" billboard that depicted Greater Manchester Police Chief Constable James Anderton, who had decried homosexuals amidst the UK media's AIDS furore.