Truth is a brand that presents listeners with a set of rational reasons to exclude tobacco from their lives as well as emotional support in the face of the oerwhelming ubiquity of tobacco advertising to feel confident about that decision. Truth must necessarily address not only the facts concerning tobacco use, but also must find a way to ensure that those who ask these questions do not feel left out in the morass of lifestyle related tobacco positioning. The information changes often and must be re-addressed always.We devised a site that was split between the flash-enabled and plain.html versions to provide people who were solely interested in facts a very fast low overhead vehicle for that while those more concerned with an immense lifestyle experience could have their wishes met as well. The database that runs both versions fluidly feeds all information to both sides and permits constant updates. The site interfaces with interactive online media and a user adminstration on the back end permitting that we get consistent learning from our users in ways to optimise the experience for them.