The opening of this video is intriguing – thick black ink dropping into water, then a paintbrush slowly making a bold black stroke across canvas. The paintbrush has been dipped in what looks like a high quality art paint jar…but it is no ordinary ink. As the ad states, it is the life’s work of a man who spent 50 years to make every drop of it.

Developed by the Thai Health Promotion Foundation in collaboration with Chulalongkorn university and Bbdo Proximity Thailand, The Message from the Lungs is the latest creative, and highly effective, ad to reduce smoking in Thailand. According to Thai Health, it has already resulted in a five-fold increase in quit smoking program participation. Watch it below:

https://vimeo.com/126220314