Richard was complaining about his deliberate exclusion from airplay on UK radio stations (not including BBC Radio 2). So a ruse was concocted in an attempt to circumvent prejudice that had increasingly led to Richard's exclusion. Richard picked the song because as he says "it was a slow, black rhythm and blues style and had a lot of falsetto, I felt I wasn't too recognisable". So a heavily remixed dance version (called Step Child Mix) was sent out to 240 radio stations under the pseudonym "Blacknight". It resulted in the track being added to playlists on many UK radio stations including Choice FM and Kiss 100. It also received complimentary comments from DJs. Choice FM DJ Jerry Bascombe said, "It is a great record and it took about four days to realise the identity of the artist. I suppose, to be honest, if we knew it was by Cliff we would have never played it, so it proves his point. Now we'll go on playing it regardless."
The ruse was revealed to the UK press in time for the Sunday papers as part of a strategic plan to highlight ageism in the music industry.