The aim of this campaign was to show that when smokers need a cigarette to relax, not only is smoking unlikely to help, but it also causes osteoporosis. We used smoke to compose loose bones to look like X-ray of the spine, carpal bones, and pelvis. These visuals were projected through the outdoor light boxes in an exact imitation of X-ray photo examiners in hospitals. When smokers saw the ads, it was like they were looking at their own X-ray, and they understood how harmful smoking is to their health.
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