For decades, musicians, artists, athletes, celebrities and personalities were spokespeople for cigarettes. But what would be the real voice of cigarettes? The voice of someone who has smoked for all these years.

AC Camargo Hospital provided a list of patients who had had their larynxes removed, so we could invite them to be announcers on a different kind of radio station: Cigarette Radio. The radio station went live, broadcasting for a whole day.

• Output/Awareness:

• Cigarette Radio had a great impact. On May 31st, World No Tobacco Day, 7 million people listened to the radio and were impacted by the real voice of cigarettes.

• Action/Business Impact:

• Besides introducing the real voice of cigarettes to those who didn’t know it and until then associated cigarettes with movies and music, Cigarette Radio changed the lives of the announcers themselves. One of them, 80 year old José Cruz, who had a complete laryngectomy, fulfilled his dream of sky diving, demonstrating that even although cigarettes are strong, they can't win them all.