The campaign aimed to encourage New Yorkers to quit smoking with the assistance of healthcare providers and medication, while also educating youth about the negative health effects of vaping. The primary target audience included adult smokers aged 25-54, particularly those who were low-income, had low education levels, and were part of the LGBTQIA+ community, or were Medicaid enrollees. Additionally, the campaign sought to reach youth and young adults aged 13-24 to raise awareness about the dangers of vaping on their health.