Most roadside cigarette shops in India have a devide for consumers to light cigarettes. Using this as a medium, Six Inches partnered Courage India, a leading NGO, to come up with a unique device that vividly demonstrated the harm smoking can do. The two small coils, one on either lung, were designed to light up at the press of a button, after which the smoker could press the cigarette tip against it to get a light - making it very clear what cigarette smoking does to the human body. Over time, the area around the lungs that the smoker used to light up became black and discoloured.
Agency: Six Inches Communication Mumbai, India.