EXsm Campaign Launches in Grand Rapids, MI EXsm, a new campaign to give smokers who want to quit the tools they need to be successful, launched this month in Grand Rapids, Michigan. The Grand Rapids campaign was created by the American Legacy Foundation and is being piloted locally in partnership with Tobacco Free Partners. Grand Rapids is the third of four test markets where EX will run over the next six months. Additional test markets include Buffalo, New York, San Antonio, Texas and in January 2007 - Baltimore, Maryland. EX aims to change the way smokers feel about the difficult process of quitting smoking, and points them to valuable resources to guide their quit attempt. Most smokers in America — 70 percent — want to quit, but in 2000, only about five percent were successful in quitting long-term. EX steers away from preaching to smokers about the reasons for quitting and instead empowers them with free resources and methods that have been proven to increase smokers' chances of quitting successfully. EX tools were designed in collaboration with clinical experts at the Mayo Clinic and with input from former and current smokers who have lived with the struggle of quitting smoking in order to provide smokers with a realistic approach based on sound research. EX, a collaborative multi-channel program uses advertising as well as partnerships to provide information to the majority of smokers who want to quit. The program consists of: television and radio ads a quit manual offering helpful quit-smoking information on planning, medication, counseling/coaching and social support a Web site where smokers can develop their own customized quit plans online For more information on EX, visit www.becomeanex.org.