The campaign will run in 35 markets chosen based on smoking-population numbers and prevalence. Those markets include:

Alabama: Marshall County and Mobile County
Arkansas: Crittenden Country and Independence County
Arizona: Mohave County
California: Kings County and Stanislaus County
Florida: Citrus County and Hillsborough County
Georgia: Coweta County
Georgia/Florida: Lowndes County
Iowa: Black Hawk County
Illinois: Lake County and Tazewell County
Indiana: Madison County
Kansas: Sedgwick County
Kentucky: Kenton County
Louisiana: St. Bernard Parish
Maryland: Washington County
Michigan: Wayne County
Missouri: St. Louis city
New York: Oswego County and Ulster County
Ohio: Scioto County and Trumbull County
Pennsylvania: Philadelphia County
Rhode Island/Massachusetts: Bristol County
South Carolina: Cherokee County
Tennessee: Carter County and Wilson County
Texas: Brazoria County and Hays County
Virginia: Lynchburg County
Washington: Pierce County
Wisconsin: Milwaukee County

Success of the program will be measured through a multiyear study of in-person and online-collected data from 15 campaign-targeted media markets and 15 control markets.