Members of the campaign publicly signed the "Citizens for Rowling" petition warning against a National government led by Muldoon.

Central to the campaign was a booklet, in the form of a petition, which attacked Muldoon's leadership style, which was stated as being "divisive" and "moving towards factional strife".

Ads were run in major papers around New Zealand asking people to 'stand up and be counted' as supporting Bill Rowling and the campaign.

According to biographer John Henderson, Rowling "...was averse to the public image grooming process − the play-acting side of politics repelled him.

Rowling said that should Labour win the 1978 general election, he would remove Holyoake as Governor-General and openly stated that he would have appointed Sir Edmund Hillary to the post.