Anything but Passive

In Sao Paulo, Clear Reminder about Dangers of Secondhand Smoke

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Smoking Sunflower

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Creative agency Fischer & Fala wanted a way to demonstrate the dangers involved in smoking, not just for one's own health, but the health of others as well. To coincide with the anti-smoking laws coming into effect in Sao Paulo, it decided to put passive smoking to the test -- the sunflower test.

Two sunflowers were placed next to each other in glass cubicles. Both were kept in identical conditions, receiving an equal amount of light, ventilation and water. The difference, however, was that one sunflower was forced to passively smoke a cigarette each day for a week. A dedicated website was set up with live webcams so that users could follow the progress of the two plants, with a Twitter feed also set up to encourage debate.

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