Every cigarette you smoke causes permanent damage to your heart. This was a message that many C2DE multi-quitting smokers did not want to hear, but one that BHF and DNA had the challenge of communicating via the web. We encouraged smokers to go beyond this shocking message by engaging them with a ‘smoking calculator’ and a ‘smoking tetris’ game combined with methods and techniques to help them quit. The BHF described it as ‘their most successful healthcare campaign ever’.