Leaders of the Smoke-free World was a lung cancer advocacy group, created to increase public awareness about the staggering statistics around lung cancer. This non-profit group hoped to boost donations for research into lung cancer drugs and treatment to save lives. The assignment was to develop a logo that made lung cancer advocacy and research a patriotic duty. There was so little being done at the time to further lung cancer research at the time. As President Obama and Speaker of the House John Boehner were the Leaders of the Free World, the group hoped to get these leaders (who were themselves smokers) to help launch their idea. Hence the patriotic feel of the logo and the play on words: Leaders of the Smoke-free World.