Assignment:
Get smokers in the Chicagoland area to quit the habit and join the fight against cancer.

Primary Audience:
Young Adults (21+) who socialize in area hot spots, bars and nightclubs.

Strategy:
Created a poster campaign that ran inside bathrooms, above urinals and inside stalls. Used the smoker’s tools of the trade (matchbox, lighters, etc.) and repurposed them with a unique spin for a memorable message.