If long security screening lines at the airport have you down, you and your fellow travelers have only yourselves to blame for not “turning a place of ‘no’ into a place of ‘yes'” by enrolling in the Transportation Security Administration’s PreCheck program.

A Virginia marketing company used that phrase to describe the challenge it faced in 2014, when it launched what eventually became a $1.53 million marketing campaign intended to help popularize the TSA’s expedited airport security screening program.

The “Be There” ad campaign was part of a big bet by TSA that it could increase signups for PreCheck and therefor speed more passengers through security checkpoints. Acceptance into PreCheck, after being pre-vetted as a low-risk traveler in an in-person office visit, lets passengers keep shoes, belts and jackets on and leave computers and approved liquids in their carry-on bags as they quickly pass through checkpoints. More PreCheck fliers also would mean fewer people in the regular security lines, so everyone would get to their gates more quickly.