of 1994, Kraig Klaudt, WHO's TB Advocacy Officer, developed the name and concept for a marketing strategy to brand this complex public health intervention. To help market "DOTS" to global and national decision makers, turning the word "dots" upside down to spell "stop" proved a memorable shorthand that promoted "Stop TB. Use Dots!" According to POZ Magazine, “You know the worldwide epidemic of TB is entering a critical stage when the cash-strapped World Health Organization spends a fortune on glossy paper, morbid photos and an interactive, spinning (!) cover for its 1995 TB report.” India's Joint Effort to Eradicate TB NGO observed that, ”DOTS became a clarion call for TB control programmes around the world. Because of its novelty, this health intervention quickly captured the attention of even those outside of the international health community." The DOTS report was released to the public on March 20, 1995, at New York City’s Health Department. At the news conference, Tom Frieden, head of the city’s Bureau of TB Control captured the essence of DOTS, "TB control is basically a management problem.” Frieden had been credited for using the strategy to turn around New York City’s TB outbreak a few years earlier. On March 19, 1997, at the Robert Koch Institute in Berlin, Germany, WHO announced that "DOTS was the biggest health breakthrough of the decade." According to WHO Director-General Hiroshi Nakajima, “We anticipate that at least 10 million deaths from TB will be prevented in the next ten years with the introduction and extensive use of the DOTS strategy.” Upon Nakajima's death in 2013, WHO recognized that the promotion of DOTS was one of WHO's most successful programs developed during his ten-year administration. Impact There has been a steady uptake of DOTS TB control services over the subsequent decades. Whereas less than 2% of infectious TB patients were being detected and cured, with DOTS treatment services in 1990 approximately 60% have been benefitted from this care. Since 1995, 41 million people have been successfully treated and up to 6 million lives saved through DOTS and the Stop TB Strategy. 5.8 million TB cases were notified through DOTS programs in 2009. A systematic review of randomized clinical trials found no difference for cure rates as well as the treatment completion rates between directly observed therapy (DOT) and self-administered drug therapy. A 2013 meta-analysis of both clinical trials and observational studies too did not