We felt the opportunity lay in bringing to life the revolting realities of 1 specific side effect of smoking, the consumption of tar, for the first time.So on the anniversary of the national smoking ban in Australia, we unleashed The Tarmy. An installation of 20 life-size, life-like statues made entirely of tar, the amount of tar the average smoker consumes over a lifetime.The timing of this initiative added extra weight and impact, ensuring a topical news hook for media and conversation starter for consumers.

To give the installation big news appeal, we released new research around consumer ignorance relating to tar consumption from smoking, and a leading respiratory specialist acted as a spokesperson for media.The installation proved a massive hit, stopping thousands of commuters in their tracks and provoking strong reactions from everyone, particularly from smokers.Nearly 200,000 Australians across 4 states witnessed the activation first hand. Hundreds of people were so shocked that they pushed out pictures to their social networks across Facebook and Twitter. It also captured mass press attention, generating over half a million dollars in earned media.