The idea was picked up and discussed by various media. The spots attracted additional free PR and coverage for Blue Cross

The 60 spots aired during a 24-hour time period enabled the listener to experience a day in the life of an alcoholic in real time.

Alcoholics are pursued around the clock by their addiction. The Blue Cross, a non-profit organization, helps alcoholics and their relatives.In order to show the enormous daily stress of an alcoholic, 60 different radio spots were produced: each spot corresponded to a specific time within a 24-hour time frame and aired at that same time.