Still, at the end of his serious-yet-brief treatment of questions surrounding the collapse of World Trade Center 7 (WTC 7, pictured), Rivera admitted that the activists had made him “much more open minded” about questions surrounding 9/11.

And all it took was the proper message.

That message, which was playing in 30-second bytes on screens all around New York City, does not focus on conspiracy theories. It does not feature hip-hop beats in the background or winded, red-faced protesters dressed in black shouting at reporters. It doesn’t even mention President George W. Bush, former Vice President Dick Cheney or the systemic failures in America’s air defenses.