Digging through some old files and found this anti-smoking billboard I worked on in 1998 at Asher & Partners. We covered the entire state of California with these boards, and they won just about every advertising award on the planet. The various "Bob" billboards were reproduced in nearly every language on the planet. Just try doing a google search of "I miss my lung, Bob" to see what I mean.
"Bob, I've got emphysema" is used in the book Making the News: A Guide for Activists and Nonprofits to define a newly coined term "KILLBOARD - A billboard that parodies an existing advertisement in order to mock or subvert the ad's message."
Here's a whole bunch of social service ads that I worked on from that time period. Do you remember the impact of these billboards?