Raise the level of the population’s awareness to the risks inherent to the consumption of tobacco. A man without legs wearing a T-shirt with text saying that people who smoke have much to lose, comes forth as a solution at the level on the communication need, once he is living proof of the message that is being broadcast. The media department was fundamental in the choice the venues where the action unfolded. The idea is a strong one. So strong that the person who lost his legs as a result of a disease caused by cigarettes was a voluntary in this action, making it a point of acting as walking media for the message against the evils of tobacco consumption. This had never been done before.

The media department was fundamental in the choice the venues where the action unfolded.