Gory, diseased, photographic close ups were introduced on cigarette packs to repel smokers at a visceral, visual level - by replacing branding with gruesome imagery of the possible effects of smoking.

There’s only one problem. Over an extended period of time, they stopped working.

If seeing a diseased organ or body part wasn’t persuasive enough anymore, could we make a composite of all of those images, to show the horrific effect that each pack had on the body – the cumulative effect of smoking?

The campaign launched with the film hosted on the Thai Health website, and Facebook page, as well as Education Centres and Health Centres, 200 sets of posters, as well as digital, display materials, and ads in Thai National press. The campaign is currently still in use by the Thai Health Authority as a targeted piece of communication.