Smoking Break

Johnson & Johnson

This was an internal effort of Johnson & Johnson for their smoking employees. Its aim was to talk to them when they were most open to an anti-smoking message—during their smoking break. Each poster was designed to be read for 5 minutes, the average time needed to finish a cigarette. Each expounded on one horrible fact about smoking. A week after the posters were put up, 20 out of the estimated 30 smokers of J & J signed up for the company's Smoking Cessation Program.