K-mart decided teenage girls should be able to visibly wear their vow of chastity on their clothes. The True Love Waits fashion line encourages young women (teenagers AND college aged) to remain abstinent until marriage. Lifeway Christian Resources created the campaign on an international basis. They are depending on peer pressure and clever ass-vertising to help their cheeky cause be a success. The True Love Waits movement got a significant boost in visibility because of the K-mart decision to sell their clothing.