Seeing as it is widely acknowledged that smoking cigarettes is unhealthy, and has proven to cause a wide array of illnesses, I chose to focus my research on why so many people today still smoke, and why they find it so hard to quit. Today most smoking awareness campaigns use negativity & scare tactics to encourage people to QUIT NOW, a thought which to the dedicated smoker can seem impossible, or unappealing, even though they know it is bad. I chose to focus on why this is, why smoking is so hard to quit, what makes people want to smoke and how smoking effects ever day lives. One thing I realized immediately was that many dedicated smokers, (the ones who find it hardest to quit) are consistent heavy smokers, meaning they smoke a lot when they smoke, or try and quit cold turkey and often relapse right away. Seeing as this cycle seems to be an endless struggle for many people, I decided to research the benefits decreasing consumption as opposed to quitting cold turkey. I found out that although smoking less is not a substitute for quitting, as any amount of consumption is unhealthy, I was able to determine that it is in fact an improvement from heavy or regular smoking, and can even lead to lessoning the desire to smoke altogether. After generating my initial concept for tackling this issue (simply smoke less), I was able to focus on how smokers could truly benefit from this idea, and how I could make it an easy process for smokers to utilize.I chose to focus on three main lenses (perspectives that could be improved by taking advantage of this program) which were the environmental effects, financial effects and health effects of smoking cigarettes. 

In the end the Smoke Less Process Book includes over 100 pages on information explaining the brand itself & why it is important, who the organization would be targeting, and how smokers could individually benefit from smoking less. It also includes a wide array of design outcomes including an innovative portable receptacle that can help keep butts off the streets, an informative 'home base' website where people can find whatever information they may need on the organization, and an iphone app, to help people make the transition to smoke more mindfully and keep track of their improvements. Finally, this process book includes a campaign & advertising that supports the idea of smoking less by representing the positive aspects of decreasing consumption, rather then focusing on the negative aspects of smoking all together.