BBDO Proximity Thailand made this ad, called "The Message from the Lungs," in the hopes that it would get smokers to quit. And, according to BBDO, it has been working!
vimeo.com / Via vimeo.com
"This is not ordinary ink. Because it is the life's work of a man." It is ink made from the lungs of deceased smokers.
BBDO partnered with the Faculty of Medicine, Chulalongkorn University to extract black substances from smokers’ donated lungs and made it into ink.
The ink was then distributed and put in public spaces.
The ink was all over the news and shared by over 100,000 people! Some even used the ink to create messages for smokers.
Many people were inspired to quit smoking and, according to the video, Thailand saw a 500% increase in quit-smoking programs.
Quite a message from the lungs.
