Instead of creating a commercial, we created a radio station; Cigarette Radio broadcast for a whole day, networked with stations around Brazil, and also streamed over the major internet portals in the country. And in this radio station all of the announcers had the voice of cigarettes: they were people who had undergone larynx removal surgery or who had their voices affected by years of smoking.

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.