Instead of using a single image, a single packet, we use 5 different ones to tell the story of a woman victim of lung cancer.

And in each of them we told a chapter, each of the stages of the disease from diagnosis to death. Showing all that a cancer patient experiences.

The campaign lived on the main point of contact with smokers: cigarette packs, achieving millions of contacts daily. Also in all outlets the whole story was exposed, achieving 100% coverage throughout the country.

With a $0 of investment we made 48 million contacts a month wonder if they should keep assuming the risk of living that story.

• 48 Million of contacts a month

• The news was replicated and spread in all media of Chile

• With $0 we achieved the equivalent to millions of pesos of investment

• It had 100% of national coverage in retail outlets

• High decrease in the desire to buy