Smoking is as difficult to quit as it is bad for you. But the world's been told this a million times and it doesn't seem to be listening.

First, we lightened the mood. Then we created a solid support system with a strategic launch date and interactive reinforcement to give people everything they need to stop for good.

Focusing on the insight that people often invent new ways to distract themselves from smoking, we had fun by exaggerating the multitude of methods people think up to take their minds off cravings. Once we had their attention, we drove people to DeterminedToQuit.com to do something no anti-smoking effort had ever done – actually help them quit.

The site included comprehensive and unbiased information on how to quit, video blogs, a mobile component to track cigarette usage and a personalized support system that were all launched simultaneously in three cities across the state on New Years Eve 2008. The grassroots initiative called for people to pledge to quit as their new years resolution in front of family and friends.

The event earn media coverage on major newscasts, and 55,000 people visited DeterminedToQuit.com for an average of 20 minutes a visit. Not bad for people who get distracted easily.

Visit DeterminedToQuit.com