As part of the promotions for its anti-smoking program, the Instituto BemSer developed an edible paper that reduces cravings for tobacco. The paper was packaged inside of a postcard and inside of it were several thin cigarette-like strips that were completely edible. The paper strips were colored to look like little cigarettes, except the edible papers were scented with nicotine oil, which reduces one's urge to smoke.
The anti-smoking papers were placed in public spots like bars and nightclubs, where people were encouraged to swap one of their cigarettes for these intriguing papers when they had a craving. As a result, over the course of four weekends, the Instituto BemSer saw demand increase for its anti-smoking program by 12%.