This work is important for Audio and Radio, because the most remarkable way of expressing the damage caused by smoking is the reduction of lung capacity in everyday life.

Uruguay is one of the countries in the world with the highest percentage of smokers in the population. In fact, it is 10% above the global average, according to the World Health Organization (WHO).

The Honorary Commission to Fight Cancer is an organization created to help health institutions and the national state itself to raise awareness in the population about the dangers of smoking and its consequences, where cancer is the most dangerous and deadly of all. Uruguay is also sadly among the countries with the highest percentage of cancer due to this habit.

Although cancer requires a medical check-up to be detected, there are other factors that serve to raise awareness about the damage to health caused by smoking. The most notable is the reduction in lung capacity.

That is why, to show the general public this symptom, we decided to carry out an experiment on the radio, through the creation of a radio advertisement with two announcers, one a smoker and the other a non-smoker, and both of them began to read the same script. , at the same time.

The result made it possible to demonstrate in a very graphic way the harmful effects of smoking and raised awareness among the public in a direct and simple way.

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.

Script read by a smoker and non smoker bradcaster:

In Uruguay, more than half a million people are addicted to tobacco and new products that contains nicotine.

Its consumption is the main preventable cause of illness and death worldwide.

In our country, around 18 people die every Day from diseases related to smoking, different types of cancer, such as lung and larinx, cardiovascular diseases and chronic respiratory diseases.

According to specialists, over time, smoking traditional cigarettes, electrónico cigarettes, heated tobacco products or using water pipes begins to noticeably reduce lung capacity.

Broadcaster neutral:

What you just Heard, was read by a smoker and a non-smoker broadcaster.

Today it may be difficult to read.

Tomorrow it may be difficult to live.

The moment to quit smoking is now.

Honorary Commision for the Fight Against Cancer

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.

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.

This work is innovative, because it manages to perfectly synthesize an imperceptible difference between people who smoke and do not smoke. This is achieved through an audio experiment, in which we had two speakers, one a smoker and one non-smoker, read the same script at the same time. While both announcers read the script, the viewer can notice how the smoking announcer begins to lose breath and lose speed while reading the script.

This makes evident the difference between both speakers and also serves to communicate about other much more severe problems that the habit of smoking has.