Adesf Radio CIGARETTE RADIO by Master Comunicacao

Adsarchive » Radio » Adesf » CIGARETTE RADIO

CIGARETTE RADIO

Pin to Collection
Add a note
Industry Anti-smoking
Media Radio
Market Brazil
Agency Master Comunicacao
Creative Director Humberto Fernandez, Flávio Waiteman, Victor Afonso, Felippe Motta
Released October 2012

Credits & Description

Advertiser: ADESF - ASSOCIATION FOR THE DEFENSE OF SMOKER´S HEALTH
Agency: MASTER ROMA WAITEMAN
Category: Public Health & Safety
Advertising campaign: CIGARETTE RADIO
Scriptwriter: David Keller
Chief Creative Officer: Flavio Waiteman
Account Manager: Cícero Rohr
Creative Director: Flavio Waiteman
Creative Director: Victor Afonso
Scriptwriter: Flavio Waiteman
Agency Producer: Maria Alice Rocha Egg
Agency Producer: Caio Baldini
Scriptwriter: Victor Afonso

Script In English
MVO: The cigarette has silenced great voices. But on World No Tobacco Day, a radio station gave smokers and ex-smokers their voices back to share their experiences, battles and victories against the addiction. Cigarette Radio, a radio station created especially for this day by the Smokers Health Advocacy Association (ADESF) and broadcasted online for 24 hours. Watch the case study and be surprised by cigarette's true voice.

Script In Original Language
MVO: O cigarro já calou grandes vozes. Mas, no Dia Mundial Sem Tabaco, uma rádio devolveu a voz para fumantes e ex-fumantes compartilharem suas experiências, lutas e vitórias contra o vício. Rádio Cigarro, uma estação de rádio criada especialmente para esta data pela ADESF - Associação de Defesa da Saúde do Fumante - e transmitida em rede durante 24 horas. Veja o videocase e surpreenda-se com a verdadeira voz do cigarro.

Brief Explanation
For years, the tobacco industry has associated cigarettes with the voices of musicians and movie stars. On May 31, World No Tobacco Day, the Brazilian Association in Defense of Smokers' Health (ADESF) decided to bust a myth and show the real voice of cigarettes with a different kind of radio station. Cigarette Radio took to the airwaves with interviews, music, information and humour, but with one difference: all the announcers had their voices damaged by years of smoking.