Hoardings (specially put up inside cemeteries) bore the message “Smoking Zone”, similar to those commonly seen at restaurants, movie theatres and other public places. Since the innovation was most effective within cemetery grounds, outdoor (across Bangalore city) was selected as the ideal medium.

Cancer Patients Aid Association (CPAA) is a non-profit organisation aiming to get as many people as possible to kick the habit of smoking. A handful of hoardings (at minimal cost) helped spread their message.