The objective of the Stupid.ca campaign - reduce smoking uptake among 12-15 year olds. (A very fickle bunch indeed) Stupid.ca was built to be an immersive experience that balanced education with entertainment. We used a tone that was real, honest and funny – with a message that they not only understood, but stood behind. We turned a potentially nagging message into a growing movement, all without sounding too 'preachy' or looking too 'Government'. Stupid.ca has exceeded 1 million unique visitors within its first year.