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.

PSFK’s Premium Subscription provides access to a database of over 100,000 articles featuring new ideas, interviews, analysis and opinion on the latest innovation in brand, customer and retail experience.
Already a subscriber? Log in
(powered by Wallkit)