Description
It's 2025 and India still has approximately 72,735,681 smokers. More than 8% of all deaths in the country are smoking related. One of the traits of addiction is that the mind tends to subconsciously downplay the harm associated with the habit. To spark real behavioural change, smokers need to realise the true weight of the harm they are causing to their lungs. Turns out, the weight is exactly as heavy as a copy of our newspaper. We used one morning habit - the newspaper - to urge readers to stub their deadly habit: smoking. On World No Tobacco Day, readers received their morning newspaper rolled inside a sleeve designed to resemble a giant cigarette. Before they even unfolded the day's headlines, they were confronted with a stark fact: the average smoker consumes six cigarettes a day. Which is the equivalent of burning roughly the same amount of paper as an entire newspaper every month, along with thousands of harmful chemicals and carcinogens.
