We used Rap music to 'speak' to the young public and new warnings were created to speak to the public in a general way - never used before throughout the world. Our new cigarette packaged warnings explain to the Brazilian public in a clear way the substances that cigarettes have always contained, the details of which are not generally known.

The 'Recipe' film was broadcast for free before and after the first Formula 1 rehearsals broadcast by GloboTV. The reference sponsorship quota is 600,000. The spot 'Ask Why' was broadcast for free as was the three minute music slot for the Transamérica FM. The new warnings on the cigarette packages are new free medias for the anti-smoking message, now created by us - which is priceless.