ACT launches new campaign against smoking.

"While in the USA they reimburse, in Brazil they do." This is the first part of the campaign created by the 11:21 agency and signed by the ACT Health Promotion, to talk about how much the cigarette industry should reimburse the Brazilian State for SUS spending on tobacco-related diseases.

This account exceeds R $ 57 billion, an amount well above what companies pay in taxes. At this time of the coronavirus pandemic, the country can no longer give up that money. As is known, the symptoms of Covid-19 are aggravated by the coronavirus. Since May of last year, an action by the Federal Attorney General's Office has been pending for compensation for the costs generated by smoking.

In the United States, a lawsuit 20 years ago generated an agreement that has already resulted in reimbursements of amounts exceeding R $ 850 billion per year, which these same companies that operate here pay to the American states.

So why in Brazil do they not pay? This is the question that the campaign wants to leave for discussion by society.

"Cigarette: the industry keeps the profits, you pay for the losses" and "They say they pay a lot of tax, but it's just a smoke screen" are other pieces of the campaign, which has more than seven different approaches, unfolded in posts, print media, film and radio spot ads. Graphically, the campaign explores the impactful titles and the image of people in masks behind the letters, representing health professionals and society itself.

According to Mônica Andreis, executive director of ACT Promotion Health, “cigarette companies need to be held responsible for the damage they cause, Brazil cannot give up this resource that is so important for the country's health and economy.

The broadcast began on the National Day to Combat Tobacco, August 29. According to 11:21 CEO and CCO Gustavo Bastos, “We are proud of this campaign as advertisers and as citizens. The campaign is strong, simple and impactful, it is pure creative simplicity in the service of a more just and dignified country. ”

Learn more: contadocigarro.org.br