Rather than abandon visualisation (a heuristic that has been proven to increase understanding of an issue in adolescents) - we decided to take the images to the next level.

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 images on the packs were chosen to give the most chilling outcome when put together. Although seemingly very simple, the process took 3 months to get the faces to convey emotion

We decided not to retouch any of the images - the reality of each image, and the situation of the victim was much more powerful than we could paint.

The campaign was polarising. Although many praised the Thai Health Authority for its bravery, some found the images distasteful and disturbing. This was still considered a success. After all, our aim wasn't to please the viewer but to leave an indelible image of the victims, reminding them every time they opened a pack of cigarettes.

The campaign is still in use by the Thai Health Authority as a targeted piece of communication.