Santiago Chile agency Perfil BTL recently launched a new guerrilla anti-smoking campaign for the Instituto Nacional del Tórax. The campaign promotes the Tórax Institute which offers therapy for highly addicted smokers.

The campaign was simple, fake cigarettes were littered about on heavily trafficked Chilean streets with the message rolled up inside: If you need a cigarette that bad…you need help!

It’s a facisnating idea though I’m not sure it will work. First, addicted smokers are typically pretty deep in denial. Second, have you ever tried to open and read a small piece of paper that has rolled up? It is almost impossible!

Ironically I believe Perfil BTL calls Lucky Strike a client as well. That’s a win-win-win…:-)