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University of Otago

"Fire Exits"

How do you tell a school full of avid smokers that the campus is about to instate a smoke-free policy? 

I used the image of the "fire exit", a common sight across campus in New Zealand, as a metaphor for an escape from smoking. We simply placed the "" logo and the enforcement date alongside existing fire exits to connect the dots in a sizzling execution that drove tons of web traffic. 


Bonus: Ambient installations
of mock "fire exits"
in places plagued by
surreptitious smoking, 
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