A breath test for smokers

To convince people of the dangers of smoking, they’re encouraged to blow into a poster

For over forty years, nearly every form of advertising has been deployed to warn people of the dangers of smoking, encourage them to quit or undermine the image of cigarettes.
This time, Cancer UK has taken an approach usually associated with anti drink driving tests. As well as raising the risk of cancer, smoking affects your lung capacity and respiration. The association brings this to life via an interactive poster. Passers-by are challenged to breathe into the poster and reveal a message. Those who can’t breathe hard enough to make all the lines appear are invited to quit smoking – and maybe come back later for another try. 


We are in the business of behaviour change. Getting people to 'feel' or 'think' differently about a brand is a hygiene factor – all communications must do this as a prerequisite. Our real value to a client’s business is knowing how to simplify business problems and create breakthrough solutions that create powerful and measurable customer action; from “Try” for Sainsbury’s and “Wait” for Guinness to “Join” for the Economist or “Match” for Dulux.