Their "Quit Smoking. Get Healthier." campaign showed a series of lungs which were painted a lighter color every two weeks, demonstrating that it's never too late to make a healthy difference when you quit smoking.
The ever-changing image begs viewers to watch the story evolve before their eyes. But, perhaps even more importantly, this billboard offers a sense of hope. It promises that if you stop smoking, you will make a positive difference on your lungs ... and ultimately, on your life.
Graphic? Yes.
Breakthrough? You bet.
Compelling? I sure hope so.
