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. 

TitleThe Breath Test
Campaign The Breath Test
Advertiser Cancer Research UK
Brand Cancer Research UK

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
Media Type Interactive Outdoor Experience
Media Agency Subscribers Only

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