Latinos are fighters by nature, giving them what it takes to quit smoking. For the first time, we created a campaign that recognizes the effort it takes to quit cigarettes, normalizing failure and reminding smokers that every attempt gets them closer to that very last smoke. We sourced the stories from interviews with ex-smokers and brought them to life through powerful visuals. In the videos below, we see a man tapping into his fighter spirit to defeat cigarettes forever. Latino resilience can drive success in overcoming smocking and vaping.