The Brazil-based Paraná Health department created this emotional public service announcement, which features João Cândido posing as a cancer survivor. The entire ad took place in a convenience store where João Cândido sold cigarettes to consumers while he spoke to them using a voice-translating device. When the consumers asked about it, he revealed the story of how he lost his vocal cords to cancer -- which he obtained from smoking.
This powerful campaign emotionally raises awareness on a global health issue by facing the problem head-on. By incorporating a real-life situation into the advertisement, it tells an authentic story to the audience. The ultimate message of the Paraná Health PSA is that even if smoking doesn't induce death, there are other unhealthy results and consequences that will become a smoker's reality.
What Makes This Trend Stand Out
- Emotional Anti-smoking Psas
- Disruptive innovation opportunity: Creating emotionally impactful PSAs that confront the audience with the consequences of unhealthy habits.
- Authentic Storytelling in Advertisements
- Disruptive innovation opportunity: Incorporating real-life situations and personal narratives into advertisements to effectively raise awareness.
- Addressing Global Health Issues
- Disruptive innovation opportunity: Developing campaigns that directly address and educate the public on pressing health concerns.
Sectors Adopting This
- Advertising
- Disruptive innovation opportunity: Innovating new strategies and techniques in advertising to connect with audiences on a deeper, more emotional level.
- Public Health
- Disruptive innovation opportunity: Leveraging creative approaches in public health campaigns to elicit behavioral changes and promote healthier lifestyles.
- Tobacco and Smoking Cessation
- Disruptive innovation opportunity: Creating innovative solutions and interventions to encourage smoking cessation and reduce tobacco consumption.
