Results:This idea helped grab people’s attention and illustrated the harmful effects that smoking can have on your lungs.CPA also found a 27% increase in calls to the helpline number and 22,000 page views at cpaaindia.org while this activity ran.

An activity was designed where a kid holding a balloon approached these smokers and asked their help to blow it.The balloon when blown changed colour from pink to black with a message on it that read - If the air you blew in can do this to a balloon, imagine what it is doing to your lungs.

Smokers have become immune to the many anti-smoking ads seen plastered all over the city.Our challenge was to get under the radar of these smokers and find a fresh approach to get them to see just how harmful smoking can be.