The Department of Health has aimed a hard hitting multimedia campaign targeted specifically at 22-45 year-old smokers. Highlighting the controlling nature of smoking, the website supports nationwide TV and outdoor advertisements. The campaign aims to reduce the UK's 26% smoking population by 5% over 5 years. In just its first month of launch the site had seen over 72,000 unique visitors and increased legacy site visitors by 309%. The average smoker needs over 5,000 cigarettes a year to feed their habit. The site encourages users to consider how much better they will feel and how much more extra money they will have if they go smoke free. It includes a cost of smoking calculator as well as a wide range of interactive tools to help people make the decision to give up.