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.

Since our target grew up in Soviet times, we decided to choose the media and style they are used to: illustrated posters. We invited illustrator Valeriy Barykhin (specialising 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".Because the poster is in hospital waiting-rooms, where the target audience is extremely conscious about their health, the positive message is even more important. It helps the morale of the patients which are already experiencing the damages caused by alcohol in their own bodies.

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 if these people stopped drinking.The idea was to talk to them when they are conscious about the problem (hospitals), using the media they have known since childhood (illustrated Soviet posters) and in a positive way (since they are already experiencing the problems in their own bodies).