In Brief

A Ukrainian agency developed a matchbook that gives smokers a look at the impact on the human body

Companies and nonprofits have used a number of techniques to try and encourage people to quit smoking: using graphic pictures on cigarette cartons, PSAs on every medium, even public displays at key locations. Publicis Visage, a Ukraine-based agency, created a simple matchbox design meant to remind smokers what they’re doing to their lungs.

The idea is simple: in order to light the match, a person must strike it against a picture of two lungs, leaving cuts on the design. The more matches they light, the worse the lungs look, slowly deteriorating like one’s lungs do when one smokes.

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