Execution

We designed public cigarette lighters (common at Indian paan shops that sell loose cigarettes from open packs) that play coughing sounds every time someone tries to use them. Every day, thousands of smokers are exposed to this message, just as they are about to light a cigarette – at a miniscule cost. The innovative communication keeps health concerns top of mind of smokers every time they light up – even if they can’t read or don’t have access to mainstream media.