May 31^st is observed worldwide as World No Tobacco Day; a day intended to discourage smoking, spread awareness on the negative health effects of tobacco consumption, and urge smokers to refrain from using tobacco products for 24 hours. The challenge was to address the same conventional messages we already know in a new and memorable way. Whiteful got straight to the point; replacing famous brand names on cigarette packs with short, witty and articulate words that deliver the message in an inventive and comprehensible way.