Announced Dec. 12, 2017, the Every Try Counts campaign will display messages “in and around gas stations and convenience stores—retail locations where smokers face a multitude of triggers and that typically feature cigarette advertisements.”

And it won’t just encourage smokers to quit through support messages about the health benefits of smoking. “The Every Try Counts campaign encourages smokers to rethink their next pack of cigarettes at the most critical of places—the point-of-sale,” FDA Commissioner Scott Gottlieb said in the release. “Tobacco companies have long used advertisements at convenience stores and gas stations to promote their products, and we plan to use that same space to embolden smokers to quit instead.”