In Thailand, every day 142 people die from smoking. Although 90% of smokers thought of quitting, they never did because harmful effects only stay inside body. And when they show up, it would be too late. Thai Health Promotion Foundation wanted to tackle insight and launch a campaign that make them quit.

‘The Message from the Lungs’ introduced the world’s first ink made from smokers’ lungs by extracting black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people to see how smoking can harm their bodies, and also encouraging smokers to quit sooner.

The campaign became huge topics and spread across the world, generated more than 70M THB in earned media and shared on social network by 100,000 of people. While numbers of smokers were convince to quit as our quit-smoking program’s participants increased by 500% from last year.

Bringing the message from inside body to the outside for smokers to see. ‘The Message from the Lungs’ introduced the world’s first ink made from smokers’ lungs. By cooperating with Faculty of Medicine, Chulalongkorn University, we are successfully extracted black substance from smokers’ donated lungs and made it into ink. Then bottled and distributed them in public space for people, especially current and potential smokers to see how smoking can harm their lungs and their bodies, and provoke them to quit now in a whole new way that they didn't expect.

‘The Message from the lungs' became huge topics and were spread across the world. The topic generated more than 70M THB in earned media. The messages were also shared on social network by more than 100,000 of people. And most importantly, a large number of smokers were convince by the messages to quit as our quit-smoking program’s participants increased by 500% compared to last year.