The campaign was created for the agency's local client Society for Curing Tobacco Addiction which is a part of the world health organization WHO. Background: 32 percent of the Czech male population smokes. In one case out of five, male impotence is caused by smoking.The main objective of this campaign was to create awareness of the fact that smoking can have an influence on a men`s impotence and to motivate them to call the anti-smoking emergency line.

The campaign was launched with 3 key visuals (Lamp, Candle Holder, Table) which were extended to other media. The campaign was for the first time introduced at a a press conference organized in cooperation with Head of Society for curing tobacco addiction and representatives of the Czech sexuologist organization.

All used media channels: Print ads in magazines (mainly male lifestyle) and newspapers, CLVs, Posters in doctors waiting rooms (both: sexuologists, stop smoking ambulances), Boomerang cards, Frames at public toilettes in bars, clubs, restaurants, Radio spot, Embroidery sets in Newspaper stands which were distributed to men buying cigarettes.