The Guia Academica campaign revolves around three relatively questionable occupations and people who spit words out without really thinking about what they're saying. Interestingly enough, it is not necessarily what they have chosen to do with their lives that the campaign addresses, but how they act in those jobs. The Guia Academica campaign reads, "Saying something without knowing the reason why, or to say something because you know."
The message of the tag line is driven home by statements the subjects say themselves. For instance, the stripper observes strangely, "The anal massages cure the hiccups." Created by Colombian-based agency Sancho BBDO, the Guia Academica campaign encourages people to study what's right so as to never say something wrong.