Every day, there are around seven million cars driving around the streets of São Paulo. Pollution caused by these vehicles is the cause of death of over 4.5 thousand people in the city, yearly. That is almost three times the number of victims of traffic accidents, for example. Cars are responsible for over 90% of the air pollution in São Paulo. In order to help people visualise this invisible menace, Agência TUDO used regular party balloons, and a special adapter, to create the "3 Segundos" project.