EX PLAN  |   LEGACY FOUNDATION

American Legacy Foundation's EX brand was created to help adults quit and stay quit from smoking. The basis of their program is to break the habit of smoking that your brain associates with certain triggers.

Their research showed that the urge to smoke only lasts for about 5 minutes, so if the smoker can resist for 5 mnutes, they can relearn their life without cigarettes. In order to keep smokers busy for 5 minutes, we partnered with the Sklar Brothers and My Damn Channel and created an online series, The Tweekly News. Each episode lasted around 5 minutes and used comedy to distract until the urge to smoke passes.