The image is a self portrait, reflecting my life experiences living with COPD. It is one of a series titled Fatal Maladies" The advertising agency ROT$ WORLDWIDE approached me about donating the use of the image for a public service campaign poster. I was thrilled to have the opportunity to design the poster. I hope people find it disturbing, and will "Do as I say, not as I have done."

My approach was to have the photo dominate, as I believe it's a very powerful image. To this end, I treated the type more as a gallery photograph, the photograph's title becoming the poster headline. I made a print, then arranged the oxygen hose over it and re-photographed it.

I think the poster delivers an efficacious message. It's effect remains to be seen. Like I said, I hope people are disturbed.