| Title | X-RAY PHOTO LIGHT BOX |
| Brand | TAIWAN SMOKER’S HELPLINE |
| Product / Service | SMOKING CESSATION ADVISORY SERVICE |
| Category | B01. Best Use of Transit Advertising |
| Entrant | BATES TAIWAN Taipei, CHINESE TAIPEI |
| Entrant Company: | BATES TAIWAN Taipei, CHINESE TAIPEI |
| Advertising Agency: | BATES TAIWAN Taipei, CHINESE TAIPEI |
Credits | |
| Executive Creative Director | Richard Yu |
| Creative Director | Ronny Hsu/Lion Tsai |
| Copywriter | Lion Tsai/Renee Chen |
| Art Director | Richard Yu/Ronny Hsu/Nelson Liu |
| Illustrator | Nelson Liu |
Headline: Smoking can’t necessarily help you relax, but can definitely get you osteoporosis. Body: Smoking causes osteoporosis, which is a major cause of fractures of the spinal, carpal, or pelvis. Some patients with serious fractures may have other complications and pass away in one year, others may become disabled. Therefore please do not ignore the fact that smoking is lethal. The evil of cigarettes is deep to the bone. Taiwan Smokers' Helpline： 0800-63-63-63.