Simply stating that oft-cited adage, “quitting will add years to your life,” “More Good Years” takes into account some of the psychographic sentiments of our target audience by focusing less on the quantity, and more on the quality. As such, the narrative and messaging took shape focusing more so on how you might spend your later years when impacted by having habitually smoked, versus not. Envisioning a future where you’re sitting out life’s big moments versus living in them.