The revelation of this new news is powerfully represented in the form of a chemical tanker which we had dressed for touring around England. From behind, you simply see a vehicle covered with numerous hazardous chemical warning boards. However, as you pass or overtake you see that it’s not a simple chemical tanker but something else that contains poisonous chemicals; a cigarette.

The tanker generated £75,000 of PR with lead stories on the Guardian and BBC websites and ITV. As part of a wider campaign it helped raise awareness of the poisons in smoke by 178% and helped to drive 62,467 unique visitors to the website in just 14 days.