Situation:

Uruguay is one of the countries with the highest percentage of smokers per inhabitant and is 10% above the global average.

Brief:

For World No Tobacco Smoke Day, it was necessary to be able to communicate the seriousness of this situation at the nation level, at the same time communicating that although cancer is one of the most serious consequences, the smoker also experiences a decrease in other capacities, such as lung capacity.

Aim:

Generate reflection in the public, generate and ensure that the communication piece is commented on to reach an even larger audience.

What we hear in this work is the reading of the same script aloud, at the same time, by two speakers, one a smoker and the other a non-smoker.

The reading begins and we hear both speakers moving synchronously.

What we observe as the reading progresses is that the smoker begins to lose air and causes the reading to fall out of sync.

As the reading progresses, this difference becomes greater and greater, to the point where the non-smoking speaker finishes reading the script several seconds earlier. The smoking speaker, noticeably agitated, finishes reading it and gives way to the neutral voice of a speaker who has not participated in the experiment and who explains what the audience has just heard.

The work was featured in the main radio and digital media in the country, becoming a Trending Topic nationwide, the day it was first aired. At the reach level, a third of the country's population (more than one and a half million people) was impacted digitally.