The new knowledge produced by research changes our way of living and our culture. A clear example of this is the discovery of the association between smoking and lung cancer identified in 1965 by Professor Austin Bradford Hill. Over the years, our society incorporated this technical knowledge into its common sense, changing our way of thinking and our behavior.

Nowadays, cigarette advertisements are regulated and smoking is no longer allowed in public places. There are many benefits that this behavior change brought to our society: a reduction in the incidence of heart attacks, cerebrovascular accidents (strokes), and sick children due to exposure to passive smoking.