In Thailand, every day 142 people die from smoking. Research also shows that 90% of smokers, at least once, thought of quitting. As an organization that tried to communicate and convince smokers to quit for past 20 years, we've found out that, for many smokers, they already get used to hundreds of anti-smoking campaigns that they've seen for all of their life. And traditional 'no smoking' ads became a cliche and failed to convince smokers to quit.

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.

The goal of the campaign is to convince the main target audience who is every current smoker who might ever have thought of quitting but still can't. And also every potential smoker that might have a chance to start smoking. For them, they've seen many anti-smoking campaigns for all of their life, and still they didn't really quit because the harmful effects of smoking only stay inside their bodies. And when those effects start to show up, it might be already too late. Thai Health Promotion Foundation wanted to tackle the insight and launch an anti-smoking campaign that change smokers' perception and raise an awareness to give them more understanding about the harm of smoking and provoke them to quit by signing up to our quit-smoking program.

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.

As an organization that tried to convince smokers to quit for past 20 years, we've found out that, for many smokers, they've seen hundreds of anti-smoking campaigns for all of their life. And traditional 'no smoking' ads became a cliche and failed to convince smokers to quit. So this year we needed to create a nontraditional way to communicate the strong message that is able to spread across the media by itself and help provoke smokers to quit.

In Thailand, every day 142 people die from smoking. Research also shows that 90% of smokers, at least once, thought of quitting, but most of them never get a chance to because harmful effects only stay inside the body. And when they start to show up, it would be already too late.

In Thailand, every day 142 people die from smoking. Research also shows that 90% of smokers, at least once, thought of quitting, but most of them never get a chance to because harmful effects only stay inside the body, and when the effects start to show up, it would be already too late.