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Campaign Research How We Used Research to Guide Every Try Counts To guide campaign development, FDA conducted focus groups to determine which messages resonated with adult smokers, including: Using real experiences from smokers who were trying to quit or who succeeded at quitting for good after repeated attempts Focusing on reframing failure as an opportunity to learn what works for them Placing emphasis on small steps to help smokers practice the quit and celebrating each quit attempt Using non-judgmental messages to encourage repeat attempts until they quit for good this felt manageable and empowering to adult smokers Every Try Counts Campaign The Right Content at the Right Time: Delivered tailored digital content based on geographic locations in and around convenience stores and gas stations where tobacco products are sold

The data clearly show that cutting down without quitting entirely does not remove the cardiovascular danger