Adesf: CIGARETTE RADIO

Credits & Description:

Advertiser: ADESF - ASSOCIATION FOR THE DEFENSE OF SMOKER´S HEALTH
Agency: MASTER ROMA WAITEMAN
Category: Charities, Public Health & Safety, Public Awareness Messages
Advertising campaign: CIGARETTE RADIO
Vice President Creative: Flavio Waiteman (Master Roma Waiteman)
Creative Director: Flavio Waiteman (Master Roma Waiteman)
Copywriter: Victor Afonso (Master Roma Waiteman)
Creative Director: Victor Afonso (Master Roma Waiteman)
Copywriter: Flavio Waiteman (Master Roma Waiteman)
Art Director: David Keller (Master Roma Waiteman)

Execution
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.

Strategy
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.

Effectiveness
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.