Second Phase of EXSM Campaign Launches The second phase of the EXSM program has launched in two of the four pilot cities where EX is being evaluated (San Antonio, Texas and Grand Rapids, Mich.) While the first phase of advertising was intended to drive smokers to call the 1-800-QUIT NOW number or visit the BecomeAnEx.org Web site, the second phase of the program aims to get smokers to better understand their addiction (why they smoke) and see the changes they will have to make in their lives in order to be smoke-free. In San Antonio, a Spanish-language version of one of the spots will air in addition to the English versions. The new strategy, dubbed "Re-Learn" features a humorous take on people adjusting to their lives as non-smokers. People are shown approaching everyday activities as if they had never experienced them before. One spot features a woman who cannot figure out how to start her car, one features a man who has trouble drinking a cup of coffee, and the other features a man who wakes up in the morning and is unable to do things such as dress himself, shower or eat breakfast. All are situations that many smokers typically pair with the act of smoking, underscoring the behavioral triggers that cause people to continue reaching for a cigarette to satisfy their nicotine addiction. At the end, a voice-over narrates, "When you're used to always doing something with a cigarette, it can be hard doing it without one. But if you can learn how to drive (or drink coffee or start your day without cigarettes), then you can learn to do a lot of things without cigarettes." EX represents quitting as a learning process — learning why you smoke, when you smoke and what you can do about it. Understanding all the reasons you smoke is the first step in gaining the upper-hand to your addiction. It both demystifies the power of smoking in your life and also sets people up to plan holistically for a quit. At the BecomeanEx.org Web site (or at ConvierteteEnUnEx.org for Spanish-speakers) visitors can develop their own customized quit plans online and connect with a community of other smokers trying to quit.