finding kids where they live? >> we developed this campaign with a lot of time and attention to what messages we really would be compelling to kids and meaningful finding them where they are. and then, we want to place the ads in those places that will engage kids too. we're going to be doing tv spots, radio, print placement, all also a lot of social media and mall kiosks and bus shelters too but focusing on what are the types of media kids are paying attention to. >> let's talk about the health, really the health facts of smoking. what we know now we didn't know, even though we've known for decades it has bad effects on heart disease and cancer. what do we know now we didn't know before about why tobacco is so -- >> we know that of course, it's hugely linked to cancer, heart disease, lung disease, as you say. we're also learning this was reported just a few weeks ago in