Gory, diseased, photographic close ups were introduced on cigarette packs to repel smokers at a visceral, visual level - by replacing branding with gruesome imagery of the possible effects of smoking.
There’s only one problem. Over an extended period of time, they stopped working.
If seeing a diseased organ or body part wasn’t persuasive enough anymore, could we make a composite of all of those images, to show the horrific effect that each pack had on the body – the cumulative effect of smoking?
The campaign launched with 200 sets of posters, ads in Thai National press, as well as digital, video, and display materials. The campaign is currently still in use by the Thai Health Authority as a targeted piece of communication.