The 'Minus Man’ represents the antithesis to the smoker’s world, which the tobacco industry likes to illustrate as youthful, successful and socially accepted. With just the bare and suggestive power of the words and the voice, the 'Minus Man’ symbolises the opposite of everything which makes life worth living. He is the anti-hero in the heated discussions on the smoking bans, reminding politicians to live up to their responsibilities.

Having said that, this campaign is not a political one, but is initiated by an objective and competent authority: the physicians’ initiative Austrian Council on Smoking and Health. Website: www.aerzteinitiative.at