This PSA is targeted towards women who are pregnant. The baby is literally made of smoke. Hopefully this poster makes women who are smokers and pregnant stop and think about the health of their baby. The hook really grabs your attention.
This Powerful Interactive Billboard Shows The Horrors Of Child Abuse | My problem with this is that it's, of course, a stereotypical "father beating child" display. Portraying men as monsters that the world must either cage or give itself an advantage over.