Since our target grew up in Soviet times, we decided to choose the media and style they are used to: illustrated posters. We invited illustrator Valeriy Barykhin (specialising in Soviet illustrations) to repaint the most famous Soviet poster (a young man rejecting a glass of vodka) 56 years later. We show the man in the same position, with the same attitude, healthy and with a nice family. The headline adds to the original "NO", saying "The more you say NO, the more you will live".Because the poster is in hospital waiting-rooms, where the target audience is extremely conscious about their health, the positive message is even more important. It helps the morale of the patients which are already experiencing the damages caused by alcohol in their own bodies.

Since the poster started running in April, we have no results except for the smiles inside the hospital and requests for copies of the poster.