The idea was to use a billboard at sidewalk level and put up real cigarette butts, we collected 15,000 total thanks to many volunteers. An artist glued them up and to maintain the real essence of the billboard, he oiled painted a little girl in one of the corners of the billboard.

It had a nice media bounce, with interviews with managers of the League's organization, plus catching the attention of all pedestrian that walked by, taking pictures with their cell phones and staying several minutes admiring the billboard.