Solution: We took these pack warnings and turned them into ‘experiential posters’. We then put them up in place of lighters in smoking rooms in pubs, malls, hotels and airports. These life-sized lung posters are made with dotted phosphorus strips like those found on matchboxes. As a smoker lights his cigarette with this ‘experiential poster’, it leaves a deep scar on the graphic lungs. Symbolically, it’s the smoker himself who is responsible for the damage.

Till now we’ve installed these posters at over 40 locations in Delhi. The plan is to take it to 8 cities by the end of the year. In fact, this initiative has received widespread acclaim from activists and has been recommended to the Bloomberg Anti Tobacco Fund. We hope it gathers momentum without any coercion from tobacco lobbies.