This Ink Made From Smokers' Lungs Increased Interest in Quitting by 500%

A morbidly effective campaign from BBDO Proximity Thailand

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Here's one way to get a message to smokers: write it in ink made from their own diseased lungs.

BBDO Proximity Thailand has produced a fascinating case study on its recent anti-smoking effort for the Thai Health Promotion Foundation.

Working with medical faculty at Chulalongkorn University, the agency produced a black ink made from materials extracted from lungs donated after death by longtime smokers.

By distributing the ink at public events, the campaign sparked quite a bit of PR and increased signups in the foundation's cessation program by 500 percent compared to the previous year. 



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