Anti Smoking: Dump the Durries

THE MISSION
Develop an unconventional anti-smoking message with a unique, attention grabbing placement.

THE IDEA
Target people in public toilets, to catch them alone and in an undistracted moment. Repurpose a common object with a cigarette pack motif, using typical tobacco industry imagery, and co-opt the gesture of throwing things away.

THE RESULT
People noticed, lingered on the visual and internalised the anti-smoking message