During an entire day, an actor walked around the streets and approached smokers. Pretending to be a smoker who had run out of cigarettes, he asked random people for a cigarette. Every time he was given a cigarette, the actor handed the person a leaflet with the following message:“You’ve just gained 11 minutes of life.”

Besides generating a huge impact on hundreds of smokers approached by the actor, this action also enjoyed widespread attention on social networks, blogs and twitters. And surely many smokers ended up gaining much more than 11 minutes of life.