A two-page ad in 100,000 copies of French soccer magazine, So Foot, invites people to experience the smell of death. The curious (who isn’t?) are told to rub the page on the reverse side to discover it.

It’s the smell of cannabis. And the pages are a campaign by Fred & Farid for non-profit organisation, Victimes and Citoyens, that advocates for road safety and supports individuals affected by traffic accidents. The campaign wants people to be aware of the risks associated with driving under the influence of drugs.

21% of traffic fatalities in France are caused by drug-impaired driving, which claims 700 lives every year.

The campaign depends on a varnish on the paper containing microcapsules that release a cannabis aroma when rubbed. As people do this, the smell of cannabis becomes apparent and a visual of a man driving recklessly and about to cause an accident is visible. The ad’s message reads, “On the Road, Death has a smell. In France, drugs, including cannabis, contribute to 700 road fatalities annually, accounting for 21% of traffic-related deaths.”

Smell is a powerful memory stimulant and is more potent and rapid in evoking responses than other sensory perceptions. It is hoped that the combination of smell and vision increases the power of the campaign, which may also be used in the future for raising awareness of the risks of over-consumption of alcohol and driving.