The words were written quickly with white paint, 130 ft (40 m) in the air, on the side of a bridge crossing over Norwich Street from one block of flats to another at the 13th floor level on the estate.

The message was addressed to Clare Middleton, the girlfriend of a young man, Jason Lowe, so he could show her his very public declaration of love and marriage proposal from afar after an outing to a cinema.

The slogan was adopted by Urban Splash after they were awarded the project to renovate the dilapidated estate from 2006, omitting the name of its addressee and (at that time) without knowing its provenance.

The slogan was included on a replica of the bridge exhibited by architect Jeremy Till in the British Pavilion at the Venice Biennale of Architecture in 2006.

It was added to promotional T-shirts printed for Urban Splash, one of which was worn on stage by Alex Turner of the Arctic Monkeys.