Good work can entertain. Great work can weave its way into culture. But the greatest work can change how people behave in fundamental ways.

We shifted the quitting conversation from “smoking will kill you” to the harsher reality that it may not.

The work gave current victims of tobacco-related disease a platform for sharing tips for living with the horrifying effects of tobacco use. And that gave (and continues to give) smokers the motivation to quit for good.