In 2000, 70 percent of smokers said they wanted to quit, and 41 percent made a quit attempt of at least one day, but only 5 percent succeeded in quitting for three months or more. With tobacco as the leading cause of preventable death in the United States, most smokers are literally struggling to save their own lives. To quit successfully, smokers need to be armed with all the available information to make the best, most informed choices about the smoking cessation resources available to them. Research shows that people who combine counseling, pharmacotherapy and social support from family, friends and co-workers are much more likely to succeed in quitting. Legacy and the Ad Council partnered on a public service advertising campaign, EX®, designed to help prepare smokers for a lasting quit attempt by re-learning life without cigarettes. This involves: 1) “Re-learning” their thinking on the behavioral aspects of smoking and how different smoking triggers can be overcome with practice and preparation; 2) “Re-learning” their knowledge of addiction and how medications can increase their chances for quitting success; and 3) “Re-learning” their ideas of how support from friends and family members can play a critical role in quitting. The campaigns interactive website, www.becomeanex.org, provides a personalized quit plan developed in partnership with smoking cessation experts at Mayo Clinic and based on personal experiences from ex-smokers.