The Virginia Tobacco Settlement Foundation (VTSF) was established by the Commonwealth of Virginia to prevent and reduce the use of tobacco products among children ages 10 to 17 in Virginia. Research shows that preaching the long-term health impacts of tobacco is not effective with youth. The marketing objective was to create awareness of the immediate, negative social and physical aspects of smoking (yellow teeth, phlegm, odour, coughing and more). The VTSF and their partner, Work Advertising, briefed us to develop an engaging, interactive game that emphasises the most socially unpleasant aspects of smoking, for placement on www.ydouthink.com.