QUITPLAN Services decided to launch a smoking cessation program that offered people a chance to win $5,000 if they quit smoking for four weeks. This program, called The QuitCash Challenge, also provided an opportunity to counteract the increasing apathetic emotion within the smoking community–a reaction to the state smoking ban, cigarette tax increases and growing social disapproval from non-smokers. The result was a fun, optimistic multimedia campaign designed to empower smokers, promote sign-up, and provide a full calender of video content on facebook.