Poster Advertising/Free Format
Client Max Healthcare Pvt Ltd
Brand Max Healthcare
Agency Dentsu India
Brief Smoking is responsible for Chronic Obstructive Pulmonary Diseases (C.O.P.D) like Emphysema which causes things like shortness of breath and reduced lung capacity. We wanted to bring this to the notice of smokers and give them another reason to quit.
Scale & Location
 Posters were put up in key locations where smokers visit. Be it the smoking areas in corporate parks, bars where youth hang out or be it normal outdoor locations like cigarette shops. The idea was to reach out to as many as we could.
Solution We devised a self-test poster of sorts which challenged people to read the copy in one breath. The idea was simple, the portion marked in red is the bare minimum that any person with healthy lungs can read till. And the key message was: If you can read till only red, your lungs need help. We urged smokers to call on a number and seek assistance, be it for check ups or to help them in de-addiction.