The client wanted to inform the public of the dangers of second hand smoking. The communication had break and be informative at the same time.

The campaign uses a unique art style to illustrate how exactly second hand smoke wreaks havoc to the unwary individual through proximity to a smoker.

Results:This idea helped grab people’s attention and illustrated the harmful effects that smoking can have on your lungs.CPA also found a 27% increase in calls to the helpline number and 22,000 page views at cpaaindia.org while this activity ran.