We know smoking is bad, yet everywhere you go, people are still lighting up. Trying a new approach to typical anti-smoking campaigns is Saatchi & Saatchi who will be releasing an Interactive Poster Campaign For QUIT.
The ads have been put up in place of public ashtrays around London. Each ashtray box features an image with a cut out in the shape of lungs... as people use the ashtray, they see the lungs fill with ash and cigarette butts.
"The poster is a great initiative to target smokers, but it is important not to panic after looking at it," says Steve Crone of QUIT. "The campaign has been designed to make smokers think about the effects of their habit, and most importantly signpost them toward the help available if they do want to quit. Anyone inspired to quit after seeing the posters can call the Quitline 0800 002 200 for free help and advice."
It's a little disturbing, but often a certain shock factor is needed to get a message across.