Casali's obituary published in The Times related that after she and Roberto became engaged, Casali took a job as a receptionist for a design company, "and made up little booklets of her winsome cartoons, which she sold for a dollar apiece. Word soon spread and the demand for Love is... escalated. Roberto recognised their commercial potential and showed them to an American journalist." Although other sources differ regarding whether it was Roberto or Casali herself who first showed the cartoons to an acquaintance working for the Los Angeles Times, the newspaper picked them up for publication and published the first of the series on 5 January 1970, under the pen name "Kim". The cartoon's release coincided with the wave of success of the novel Love Story (1970) by Erich Segal, and the subsequent movie of the same name starring Ali MacGraw as a girl dying of an incurable disease and Ryan O'Neal as the student who worshiped her. The film's slogan was "Love means never having to say you're sorry." Casali altered it into one of her most famous cartoons: "Love is... being able to say you're sorry."