A Thai campaign against smoking used a new method to convince smokers to quit.

The ad created by BBDO Proximity Thailand for the campaign is titled “The Message from the Lungs”. Through close cooperation with the Medical school of Chulalongkorn university, they were able to extract black substance from the lungs of organ donors who used to smoke, and turn it into ink. The company then bottled the ink and distributed it to several public spaces in order to depict how harmful this habit is to the human body.