This is a case study of Thai Health Promotion Foundation's clever anti-smoking campaign. It draws on the distinction that adults make between children’s health and their own and leverages it so adults will reflect on their own smoking habit. Reminders never hurt; and reminders from young, innocent looking kids who ask you for a light, work even better. The video lists a 40% increase in calls to a quit-smoking hotline. It’s a smart manipulation of perspective and choice and the line drawn between child and adult.