Today, smokers live in denial that they are addicted to a bad habit. How do you wake them up to the fact that their habit is anything but transitory if they keep up their excuses and justifications.
This campaign is for the smokers in denial. For the smokers that don't identify as smokers. The excuses and justifications they make as they continue smoking, will go with them to the grave; unless they decide to stop the excuses and act.