We devised a self-test ad of sorts which challenged people to read the copy in one breath.

The idea was simple, the portion marked in red is the bare minimum that any person with healthy lungs can read till which we figured with medical practitioners. And the key message was: If you can read till only red, your lungs need help.

We urged smokers to call on a number and seek assistance, be it for check-ups or to help them in de-addiction.

We knew that it could also target a lot of consumers who weren't smokers but had lung issues but the collateral helped Max hospitals get more calls.

Another thing about this poster was that even if people didn't have COPD they felt the discomfort of reading it in one breath. And just after a smoke it becomes difficult to do so.

This idea was implemented as a poster which was put up in key locations like pubs, corporate parks, office complexes, smoking areas where the relevant target audience visits.

This poster was put up for a month across Delhi. These posters were huge 8 foot flex posters.

We got over 4000+ calls in a month itself.

Out of which there were more than a 1200+ walk-ins.

And more than 30% of those smokers have been clean and have been following up for the past 3 months.

Even one smoker committed to kick the habit is a battle won.