Smoking is primarily an outdoor phenomenon. By placing this visually inviting poster with a curious teaser question on the cover, we were asking people to participate in the revelation process. And in doing so, we avoided taking a preachy stand. This way, the viewers assimilated the information without feeling the intrusion. And after viewers rolled down the cigarette, what they read came as a shocking revelation.

We had a quantum leap in calls and e-mails seeking information and help. Various institutions and organizations asked us for copies of the poster to use in campuses and exhibitions. We were therefore successful in reaching out to smokers as well as people and organizations working to discourage smoking.