News Flash: Kids like to smoke. They know they shouldn't but they do it anyway. The objective of the Stupid.ca campaign - reduce smoking uptake among 12-15 year-olds.  Stupid.ca was built to be an immersive experience that balanced education with entertainment. We used a tone that was real, honest and funny to relate to our audience. We had to engage, entertain and encourage participation. Stupid.ca continues to reach an ever-expanding audience. To us, this shows that the site has become a mainstay for the anti-tobacco youth movement and a truly functional tool for helping get the message out there.