# Emotional Anti-Smoking PSAs The Paraná Health Ad Has a Cancer Survivor Sell Cigarettes to Smokers By Ady Floyd | Published 2015-09-09 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/paran-health References: [adweek](http://www.adweek.com/adfreak/watch-man-ambush-smokers-point-sale-brutally-personal-psa-166642) & [adsoftheworld](https://adsoftheworld.com/media/online/parana_health_department_when_smoking_does_not_kill) The Brazil-based Paraná Health department created this emotional [public service announcement](https://www.trendhunter.com/trends/project-yellow-lights-love-story), which features João Cândido posing as a [cancer survivor](https://www.trendhunter.com/trends/mark-of-life). 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](https://www.trendhunter.com/trends/stopfuckingvaping), there are other unhealthy results and consequences that will become a smoker's reality. ## Trend Insights (Trend Hunter) - Score: 2.0/10 - Popularity: 11% | Activity: 41% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### 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. ## Related on Trend Hunter - [Lung Cancer-Awareness Campaigns](https://www.trendhunter.com/trends/marie-keating.md) - [Gen Z-Targeted Ads](https://www.trendhunter.com/trends/outsmart-nicotine.md) - [Creative Cancer Awareness Campaigns](https://www.trendhunter.com/trends/pick-up-your-poop.md) - [Emotional Short Films](https://www.trendhunter.com/trends/johnson-johnson.md) - [Sonic Cell Campaigns](https://www.trendhunter.com/trends/the-most-beautiful-sound.md) - [Robust Childhood Cancer Campaigns](https://www.trendhunter.com/trends/childhood-cancer-canada.md) - [Mental Health-Supporting Campaigns](https://www.trendhunter.com/trends/the-last-photo.md) - [Gun Violence Prevention Films](https://www.trendhunter.com/trends/sandy-hook-promise.md) - [Emotive Song Campaigns](https://www.trendhunter.com/trends/sos-songs-mental-unimed.md)