Encourage smokers to kick the habit by delivering the message ‘smokers die young’ in an impactful way.

The booklet titled ’10 Rarest Occurrences in the World’ was placed on the tables at coffee shops, bars and restaurants, where people, while waiting for their order, would pick it up and read. The booklet featured 10 bizarre and amusing occurrences, the last of them being the one that would deliver the intended message. And a response device that would help the willing to take a step toward quitting smoking.

The number of hits on the CPAA website mentioned in the booklet grew by almost 5 times. Over 1000 booklets were placed in various bars, pubs, and coffee shops and we received more than 400 business reply cards which indicated a growth rate of almost 40%.