It might be easy to turn a blind eye to a warning label on a cigarette packet, but anti smoking group Courage India have taken this graphic image to new levels by creating cigarette lighters in the shape of lungs.
Within India most roadside cigarette shops have a device for consumers to light cigarettes. Six Inches Communication, advertisers for Courage India, felt this was the best place to put their hard-hitting message.
“We thought that the best place to remind a smoker forcefully about the dangers of smoking was to do it as soon as he lights up,” says Pravin Shah, creative director at Six Inches.
If this graphic image is not bad enough, the lungs will slowly turn black over time due to the build up of smoke and tar.