Advertiser/Client: Fraser Health Authority Campaign: Exhale.ca Overview Because of the site's first run success, a second phase was launched in the Spring, 2005 featuring several key additions: An option for users to add their own comments to the experience and become part of the dialogue New interviews were conducted and added to the site A broader campaign extending beyond British Columbia and across all of Canada Idea How do we reach young smokers without sounding preachy? Hear what young smokers themselves have to say on the subject. Exhale.ca is a place that invites you to listen. Several young smokers (men and women, ages 19-24) participated, offering their own uncensored thoughts on smoking. Visually, the talking heads looking at each other reinforce the idea that the site is about listening. This is a dialogue, not a lesson. The goal of the site is to connect with smokers. Maybe something they hear strikes a chord. And that one thing may bring them a step closer to quitting. Website: www.exhale.ca