The Brief

We use smoke float to compose bones, in the way of X-ray photos of spinal, carpal, and pelvis bones which are most prone to osteoporosis. We made these X-ray photos and mail to those who are real smokers in the city. When they receive the health examination reports, but also puzzled to remember that they have had health checks to do it? However, when they opened this envelope and saw the X-ray photos, then they know that if they do not immediately quit smoking,

Creative Execution

Smoking causes osteoporosis which is a major cause of fractures of the spinal, carpal, or pelvis. Some patients with serious fracture 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. Evil of cigarettes is deep to the bone. Taiwan Smokers' Helpline：0800-63-63-63

Describe the creative solution to the brief/objective.

Their bones will be as fragile as the X-ray photos, and to make they realize that smoking is harmful to their bones, and stimulate them to phone Taiwan Smoker’s Helpline for asking an assistance to quit smoking.

Results

After the health examination reports had been sent, many smokers’ awareness were aroused. The numbers of people who called Taiwan Smokers' Helpline looking for help have been increased by 25%.