The Canadian Cancer Society, along with the Ministry of Health Promotion and McNeil Consumer Healthcare, developed the Driven to Quit Challenge, where they challenge the 1.9 million smokers in Ontario to quit and remain smoke-free for the month of March 2009. Those who are successful are eligible to win a Chevrolet Malibu Hybrid, one of two vacation getaways or one of seven regional prizes. Building on the insight that people know that smoking is not healthy, we created a campaign that focused on trading in your cigarettes for the keys to a car and driving into a healthier life.