Stop the symptoms

Creative idea

In Slovenia, around 1,600 people are diagnosed with lung cancer every year, with smokers over the age of 50 being among the highest-risk groups. To reach them in an unexpected way, we transformed a standard digital citylight at a bus stop into an interactive anti-smoking medium. In the animation, the glowing tip of a cigarette was replaced with a red illuminated button. When passers-by pressed it, they could use the familiar gesture of putting out a cigarette to extinguish the visible symptoms of lung cancer on the screen. By turning a simple interaction into a powerful metaphor, the installation made the consequences of smoking tangible, immediate and impossible to ignore.

Brand name: CANCER PATIENTS ASSOCIATION OF SLOVENIA
Advertiser / client: CANCER PATIENTS ASSOCIATION OF SLOVENIA
Product / service: lung cancer awareness, prevention
Campaign name: WHERE THERE'S SMOKE THERE'S LUNG CANCER
Agency network: INDEPENDENT AGENCY
Agency: AV STUDIO
Media agency: Europlakat
Additional company: EUROPLAKAT
Production company: Kerozin
Web address: https://www.pljucni-rak.info/
Agency chief executive officer: Vida Žgank
Creative director: Gal Erbežnik, Robert Bohinec
Art director: Gašper Štern
Designer: Urh Kočevar
Account director (agency): Dunja Bibianko Marovt