The objective was to drive awareness and trial of Nicorette FreshMint gum, among African Americans – a niche target. To overcome low awareness of nicotine replacement therapy (NRT), quit-smoking urban themed graffiti was identified as a relevant medium. The team developed an integrated campaign with a significant online presence. Five urban artists created murals in specified city locations. The call to action drove prospects online to vote for a mural. The flash-based site utilised interactive functionality to motivate site interaction and sell the NRT story. To date, MyCityMyArt.com attracted 17,738 unique visitors with 153,190 pages viewed.