To bring across the anti-smoking message in a fresh and persuasive way.

Borrowing from the Chinese tradition of burning precious items (made of papers) so their dead relatives can lead a good life, we made an entirely new products - Lungs! This served to remind smokers of how precious and valuable their lungs are, and we also urged them to call the Quitline as soon as possible to enjoy a fresh breath of air in this life. Our design was thus based off the Chinese traditional paper offering style in bright blue to make it more attention-grabbing and, with text in both Chinese and English reminding people of the need to quit.

In the 2-week period around Qing Ming, an average of 412 people per shop enquired about our paper lungs and got the message. 20% increase in the number of calls to Quitline.