How to make people aware they should turn off their wood stove on days with poor air quality?

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For this awareness campaign, I decided to use a Dutch wordplay to make the message more memorable.

The word “uitgaan” means “to turn off”, but it also means “to go out”—as in partying.

To add a humorous twist, the poster shows a wood stove breakdancing, playing on the “going out”

meaning of the word. So when people see the poster, they’ll understand they need to turn off their stove—but they’ll also smile, because the stove is literally dancing because it’s “out.”

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