Communicating the smoking ban to the people of Wales was never going to be easy. From the outset it was obvious that there would be two opposing sides. The emotive subject matter polarised opinion. It was exactly this friction that provided the creative solution. A series of TV commercials highlighted the differences but always concluded with the medically proven fact that second hand smoke kills. The communication reflected the feelings and thoughts of the nation. It was fair but unarguable. The campaign also consisted of outdoor posters, print ads, radio commercials, door drops and various ambient pieces that included mirror stickers, tee-shirts, beer mats, matchbooks and a ‘countdown to the ban’ clock in the centre of Cardiff.