effects. these stories really haven t ever been seen in popular media. and we expect it will lead to more than half a million smokers seeking out the resources they need to quit. now, when we look back on just a few decades to the days of smoking on airplanes and elevators, it can be easy to focus on how far we ve come since then. it can be easy to be lulled into a sense of complacency and start to think tobacco use is a problem that will go away on its own. but unfortunately we know better. and the numbers actually tell a very different story. tobacco in this country continues to kill 443,000 443,000 americans of year. and for every person who dies from smoking, at least two new young smokers take their place. in total across this country, we have 4,000 young americans under 18 smoking their first cigarette every day, recruited by a tobacco industry that spend morse than $10 billion a year to sell its products as cool and fun. so the ad campaign we re launching today will