Every three days someone is killed by a fire caused by smoking materials - most of these deaths are preventable. Our objective was to raise awareness of the dangers of not putting cigarettes right out and their potential risk of causing fires in the home.We created a small paranoid cartoon character that had visions of what the future would hold if he didn’t put out his smouldering cigarette butt in the ashtray near him. Eventually the pressure becomes unbearable and he puts the butt out. The average click-through rate was 5.60% - the industry standard is 0.2%.