BBDO Proximity Thailand has produced a fascinating case study on its recent anti-smoking effort for the Thai Health Promotion Foundation.

Working with medical faculty at Chulalongkorn University, the agency produced a black ink made from materials extracted from lungs donated after death by longtime smokers. By distributing the ink at public events, the campaign sparked quite a bit of PR and increased signups in the foundation’s cessation program by 500 percent compared to the previous year.