The majority of smokers aren’t conscious of the dangers that their smoking presents to non-smokers. We decided to show smokers how their habit affects others.We created a “dirtying postcard” smeared with a substance resembling charcoal, which leaves dusty black marks on the hands. The message was clear: it’s infuriating to get "dirty" because of someone else's bad habit.We targeted smokers in places where passive smoking is taking place, distributing the postcard in restaurants, cafes and bars, creating a direct, real-time demonstration of the effect that the smokers were having on the lungs of those around them.

The postcard had an immediate impact on all that handled it, sparking off conversations in the coffee places, bars and restaurants where it was distributed. Some people were annoyed by it while others were struck by its originality. Many praised the accuracy of the statement it made – getting "dirty" because of someone else's bad habit is indeed infuriating. None, however, were left indifferent to it.