While the ads will be placed at convenience stores, the press release suggests they will not call out or target the channel. Instead, the FDA said the program—aimed at smokers ages 25 to 54 who have attempted to quit smoking in the past year but were unsuccessful—will “celebrate each quit attempt as a positive step toward success.”

“Research shows those who have tried quitting before are more likely to try again, and those who have tried to quit multiple times have a higher likelihood of quitting for good,” the release continued.

Messaging will support cessation attempts by:

-Building confidence and reducing mental barriers to quitting with messages explaining how small steps can lead to quitting permanently.
-Reframing past failures as positive steps toward quitting.
-Instilling beliefs that smokers are ready to quit and motivating them to start their quit attempts sooner and more frequently.
-Celebrating each quit attempt through a nonjudgmental voice to encourage smokers to continue to repeat quit attempts until they quit for good.

To support the program, the agency has partnered with the National Institutes of Health’s National Cancer Institute to develop EveryTryCounts.gov, a website that provides resources and tools to aid in smoking cessation.

The campaign launched in January and will run for two years.