Objectives:1. Explain some of the benefits obtained by quitting smoking.2. Generate traffic on The Norwegian Cancer Society’s website.3. Distinguish the Society and their work to prevent cancer.Synopsis:Relevant information provided in an engaging and humorous way – not raising a warning finger or preaching morals. The clip from the Ripley's Believe It Or Not archives is combined with text focusing on benefits, not dangers. Information - 'time benefits takes effect' - is fed into the banner in real-time.Target group:Norwegians in general. The number of visits to The Norwegian Cancer Society’s website increased more than 30% during the campaign period.