ADESF (Association for Smoker Awareness) fights smoking by warning people about its harmful effects. Our goal was to generate awareness of one of the worst public health problems we currently have to face: second-hand smoking.

To carry out the message in a distinct way, we created an ad that interacted with the sections of one of Brazil’s largest publications: the O Estado de S. Paulo newspaper.The ad was based on the dilemma that every smoker has to face upon finishing a cigarette.It would direct those who wanted to quit smoking to sections that corresponded to the good things in life (culture, sports and travel), whereas those who wanted to light another cigarette would be directed to the obituary section.The tagline completed the message by saying that each person is responsible for their own destiny.

About 400,000 subscribers of the cable channels used were impacted by this action.