Through this campaign we have already reached more than 347m adult Europeans. Nearly 165,000 smokers have already registered on our free online stop-smoking programme. This means that about 1 in every 1,000 European smokers (0.13%) has taken a first step towards a smoking-free life. Almost 80,000 fans are supported via the online community on Facebook, and our Facebook pages have already reached more than 1,773,000 people. In addition, the campaign CTR of 0.28% clearly shows the effectiveness of this positive strategy.