Life expectancy in Russia is 57 years for men. Most of the premature deaths are related to alcohol consumption. Our target audience is between 40 to 60 years of age. They are currently experiencing health problems and increasing the frequency they visit the doctor, due to alcohol consumption.For the hospital, this is not very profitable because it creates lines and delays for patients with more serious problems or diseases. Not to mention that the hospital has a higher purpose of helping people get better.Both problems could be solved or reduced if these people stopped drinking.

The challenges were two: talk to people who did not grow up listening to advertising and avoid showing the damages caused by alcohol consumption (since they are already experiencing them).

The key objective was to show them what happens when you don't drink and get them to change their own attitude towards alcohol.

Since the poster started running in April, we have no results except for the smiles inside the hospital and requests for copies of the poster.

Because the target audience grew up in Soviet times, we decided to choose the media and style they are used to: illustrated posters. We invited an illustrator specialized in Soviet illustrations to repaint the most famous soviet poster (A young man rejecting a glass of vodka) 56 years later. We show the man in the same position, with the same attitude, healthy and with a nice family. The headline adds to the original "NO", saying "The more you say NO, the more you will live".