Circle of Friends

Program elements included the following:

• A large scale advertising campaign featuring celebrities as well as real women fighting tobacco related illness.
• An information line with live agents providing support for smokers who want to quit.
• A grants initiative, awarding grants to worthy organizations that can expand the reach of the grassroots program.
• A website where consumers could find practical information on smoking, cessation and health.
• Ongoing promotions and events with an ever-expanding "Circle of Friends," QVC, Condé Nast Publications, Girls, Inc., AOL Time Warner, I Am Your Child Foundation, The Hearst Corporation and The American Heart Association.