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.