Smoking in India is a major concern to the country's health officials. The CPAA, Cancer Patient Aid Association has come up with an ingenious idea, albeit slightly eerie, that uses cultural associations with music to deter smokers from lighting up.
The country's fight against cancer took them to street lighters, often found adjacent to cigarette vendors who sell cigarettes loose, which is illegal in most other countries. The CPAA replaced several street lighters with ones that played a specific piece of music called 'Raam Naam Satya Hai,' which is chanted when a dead body is carried to the funeral pyre, and so is culturally linked to death.
Every time someone tried to use the the lighter, the chant was played. The results were incredible, with many smokers shocked at the direct anti-smoking message they received -- some of them even discarded their cigarettes in horror.
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