The 'Mask' campaign for non-profit organization 'Bulgaria Without Smoke' hopes to reduce smoking with frightening fanged graphics. Designed by Bulgarian ad agency 'The Smarts,' the ads feature cigarette cartons made to look like fanged monsters. Red cartons are encompassed by horrific masks while cigarettes stick out like fangs. In the shadow of the carton is the message "you don't need them, they need you" carved into the wall.
The goal of the campaign is to remind the public about the profit motive behind cigarette companies. According to the ad copy, "The combined profits of the six biggest tobacco companies for 2010 is 35 billion dollars." The ad also states that cigarette companies produce enough smokes for each person to have 1,000 per year.