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SCOTT JAGOW: Today, an entire country will try to break the habit of being late.

At noon, sirens will blare and church bells will ring to remind the people of Peru to synchronize their watches and clocks.

Peruvians are famous for being very late. The country’s new President says the tardiness is hurting Peru’s productivity, economy and image with foreign investors.

But Ursula Freundt, a college administrator in Peru, doubts things will change.

URSULA FREUNDT: Many, many institutions are going to show that we’re going to start a new way of life. In all the offices and all the businesses we’re going to hear we are two minutes late. Maybe Friday morning, things are going to be the same.

Here’s what the country’s up against: Peruvian officials held a press conference announcing this new campaign. And they showed up 30 minutes late.