Series of three ads featuring prominent Russian doctors, showing the horrendous effects cigarettes have on infants, as well as the heart and lungs, and calling on smokers to quit. Dr. Bokeriya is a neonatal physician explaining the dangers of smoking to babies.

Elena Baybarina (Chief Neonatologists, Russian Ministry of Health):

When you say about harm of smoking- nobody hears it. Maybe you should see this.
Smokers more often born sick and premature kids.
Now you have seen this.
Quit smoking. Now!