Global Action to End Smoking

Global Action to End Smoking came to us with a solid foundation, but needed a content strategy that achieved both simplification and amplification. They had multiple pages covering overlapping ground and sought a single clear hub to serve their target audience: people seeking help quitting smoking or reducing their long-term health risks. We designed a single, conversion-optimized landing page to be their best public-facing asset, paired with a newsletter refresh and an SEO/AEO content strategy built to generate organic search traffic and earn AI chatbot citations.

Project highlights

  • Consolidated three existing web pages into a single SEO/AEO-optimized resource

  • 7 high-impact, low-lift newsletter engagement optimization tactics

  • Blog strategy with 20 high-impact post recommendations and SEO/AEO implementation guidance

Katherine Foley, Senior Director of Communications

“As a charitable grantmaking organization, our needs often are not big enough for a large PR firm to take on. Evan met us where we are and gave us detailed, actionable advice on how we can grow our audiences and measure our success. Evan is highly skilled in the SEO/AEO and audience development space, as evidenced by his comprehensive yet digestible recommendations for us. Sharing our message far and wide is key to our mission of ending global combustible tobacco use.”

Proposed Landing Page + Code

Your Guide to
Quitting Smoking

Whether you've already quit, you're trying to quit, or you're exploring your options — we're glad you're here. Quitting smoking is one of the hardest things a person can do. It's not a moral failing. It's a real addiction, and you deserve support that meets you where you are.

Why Is It So Hard to Quit Smoking?

Quitting smoking isn't just about willpower. Nicotine changes your brain chemistry, creating a physical dependency that takes time and support to overcome. But there's more to it than that:

Physical Addiction

Nicotine triggers your brain's reward system. When you stop, withdrawal symptoms like irritability, anxiety, and intense cravings make it feel nearly impossible to push through.

Emotional Habits

Many people smoke to manage stress, anxiety, or boredom. Cigarettes become intertwined with daily routines — your morning coffee, a work break, socializing.

Social Pressure

If the people around you smoke, quitting can feel isolating. And in many communities and cultures, smoking is deeply normalized.

The good news: research shows that quitting — even after many failed attempts — significantly improves health outcomes. Studies have found that people who quit experience lower long-term stress and anxiety.

It's okay if you're not there yet. Any step down the continuum of risk is a step in the right direction.

All Your Options for Quitting Smoking — and How They Compare

Key Concept

The Continuum of Risk

Not all nicotine products carry the same health risks. The U.S. FDA recognizes a "continuum of risk" — cigarettes are the most dangerous, NRTs like patches are the least. E-cigarettes, heated tobacco, and nicotine pouches fall in between: not risk-free, but far less harmful than smoking.

The key takeaway: If you can quit nicotine entirely, that's ideal. But if you can't, moving down the continuum meaningfully reduces your health risk.

Prescription Medications

These require a doctor's prescription and work by reducing cravings or blocking nicotine's effects.

  • Bupropion (Zyban/Wellbutrin) — An antidepressant that helps reduce nicotine cravings and withdrawal symptoms. Often used alongside other cessation tools.
  • Varenicline (Chantix/Champix) — Blocks nicotine receptors in the brain, reducing both the pleasure of smoking and the severity of withdrawal.
  • Cytisinicline — A plant-based medication that works similarly to varenicline. Available without a prescription in some countries.

Nicotine Replacement Therapies (NRTs)

NRTs deliver controlled amounts of nicotine to help manage cravings without the harmful chemicals in cigarette smoke. Combining two forms — known as "combination therapy" — can improve your chances of success.

  • Nicotine patches — Steady, all-day nicotine delivery
  • Nicotine gum — Chew-and-park method for on-demand craving relief
  • Nicotine lozenges — Dissolve in the mouth for quick relief
  • Nicotine inhalers — Mimic the hand-to-mouth motion of smoking
  • Nicotine nasal sprays — Fastest-acting option for sudden cravings

Reduced-Risk Nicotine Products

If traditional medications and NRTs haven't worked for you, there are newer products that contain nicotine but don't involve burning tobacco. A major Cochrane review found that some, like e-cigarettes, can be more effective for quitting than NRTs alone.

  • E-cigarettes (vapes) — Heat a liquid containing nicotine to produce an aerosol. No combustion means dramatically fewer toxic chemicals.
  • Heated tobacco products — Heat real tobacco sticks below combustion temperature, releasing nicotine without smoke.
  • Nicotine pouches — Small pouches placed between lip and gum. No tobacco leaf, no inhalation required.
  • Snus — A moist smokeless tobacco product with a unique manufacturing process that is not a significant risk factor for lung cancer or cardiovascular disease.

Counseling & Support Programs

Medication works best when combined with behavioral support. Options include telephone quitlines, in-person or virtual counseling, mobile apps, and peer support groups. Many are free. GA's cessation education program funds initiatives expanding access to these resources.

Frequently Asked Questions About Quitting Smoking

We know you have questions. Here are science-backed answers to the ones we hear most.

Why is smoking so dangerous?

Smoking tobacco is the most dangerous way to consume nicotine. Tobacco smoke contains more than 7,000 chemicals, including 250 known to be harmful and 69 that cause cancer. It's not the nicotine itself that causes deadly diseases — it's the repeated exposure to these other chemicals that kills half of all long-term smokers.

Combustible tobacco use is the single leading preventable cause of death worldwide, responsible for an estimated 6.2 million deaths per year.

Is nicotine itself dangerous?

Nicotine is highly addictive and is not harmless. However, nicotine is not what causes the cancers, cardiovascular disease, and lung disease associated with smoking. Those are caused by the thousands of other chemicals in tobacco smoke.

This is why FDA-approved nicotine replacement products like gum and patches are considered safe and effective cessation tools. Unfortunately, GA's own Doctors' Survey shows that many physicians incorrectly believe nicotine itself causes smoking-related diseases.

What is tobacco harm reduction?

Tobacco harm reduction is a public health approach based on the idea that if people can't or won't quit nicotine entirely, they can still dramatically reduce their health risks by switching from cigarettes to less harmful nicotine products.

It follows the same logic as other harm reduction strategies: safe sex education, clean needle programs, or wearing seatbelts. The goal isn't perfection — it's meaningfully reducing risk.

Are e-cigarettes (vapes) safer than cigarettes?

Global health authorities have concluded that e-cigarettes are significantly less risky than cigarettes. They contain nicotine and some flavorings but not the most dangerous chemicals found in combustible tobacco smoke.

However, e-cigarettes are not risk-free. Scientists are still studying long-term effects. And nicotine in any form should not be used by youth or people who have never smoked.

Are nicotine pouches dangerous?

Nicotine pouches do not contain tobacco leaf. Health authorities — including the U.S. FDA — have concluded that some nicotine pouches are "appropriate for the protection of public health," meaning their potential benefits for adults who smoke outweigh the risks.

They are likely even less risky than e-cigarettes because they don't involve inhaling anything. Read GA's statement on the FDA's authorization.

Didn't vaping cause EVALI and "popcorn lung"?

No. EVALI was caused by vitamin E acetate in illegally produced THC vaping products — not nicotine e-cigarettes. "Popcorn lung" is caused by inhaling diacetyl, a chemical used in manufacturing microwave popcorn. No evidence has connected either condition to nicotine vaping products.

What is Global Action to End Smoking?

Global Action to End Smoking is an independent, U.S.-based nonprofit [501(c)(3)] focused on ending the death and disease caused by combustible tobacco use worldwide. We fund grants for scientific research, support cessation education programs, and help tobacco farmers transition to alternative livelihoods.

We do not seek or accept funding from any company that produces tobacco or non-medicinal nicotine products. Our grantmaking is guided by independent researchers and follows a rigorous peer review process.

Where can I find help to quit smoking?

There are many free and trusted resources worldwide, including Smokefree.gov (U.S.), NHS Quit Smoking (UK), Quit Strong (New Zealand), Health Canada, Africa Harm Reduction Alliance, and The Global State of Tobacco Harm Reduction.

We also recommend talking to your doctor. GA's Doctors' Survey found that the majority of physicians worldwide consider helping patients quit a priority.

You're Not Alone.
Share Your Story.

Whether you quit cold turkey, used medication, switched to a reduced-risk product, or are still on your journey — your experience matters. Hearing real stories helps others feel less alone and more hopeful.

Share Your Story →

Created & designed by Lauterborn Media.

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