Trick cigarette lighters were placed on tables in popular pubs and bars. When the smoker picked it up clicked on it to light their cigarette, it gave him/her a mild shock. After the initial reaction, they took a closer look to see the line ‘If you think this hurts, imagine cancer’ – courtesy of the Cancer Institute.

The cheap trick lighter became something of a conversation piece among smokers at the bar/pub/office through a mild demonstration of the painful effects of cancer.