This brilliant Anti Smoking campaign for The Thai Health Board was created by Ogilvy Thailand. It features small children approaching smokers for a light. The smokers predictably decline and reprimand the children warning them about how bad smoking is for them. The children leave but not before handing the smoker a note saying “You worry about me. But why not yourself?” Its very clever and had an immediate effect as almost all participants through away their cigarette but kept the brochure.