We were unable to break down results by medium, but the overall campaign was very successful. Spontaneous awareness of general poisons in cigarette smoke rose by 178%. While awareness within just smokers rose by 160%. Awareness of Benzene in smoke rose by 480%. Awareness of Arsenic rose by 300% and Formaldehyde by 350%. With 58% of smokers taking action to give up. The website received 62,467 unique visitors in two weeks with 124,682 page views. Average time spent on the website was 4.54 minutes with an average of 2 pages viewed per visit representing 3% of the total traffic for CRUK’s News and Resources website.