The campaign used Sponge, an ad that was first developed in Australia and was shown to be effective in pre-tests in Russia done in 2008. The campaign visually depicts how the lungs of smokers are like sponges that soak up cancer-causing tar, and were shown on TV, in the metro and on street billboards across Moscow and the Moscow Region. The ads warned millions of Russians about the personal harms of smoking and urged them to quit.
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