The creative execution was integrally linked to the medium selected. Naturally we needed to seek out media that enhanced the silliness of the warning labels we were placing. Buses, billboards and taxi buses were some more conventional media that worked extremely well. This coupled with the more unconventional media of an aquarium, sun shield giveaways and a driving range made it hard for any consumer to ignore the quirky messages.

As the campaign was based on very unconventional media, the cost was minimal, but had great results. Within a week of launching the campaign, there was a dramatic rise in the calls to the Quitline. The quirky nature of the campaign also generated a lot of PR and attention from the press.