I was in charge of creating the social media campaign that would get Californians to stop smoking. I could have shown the hideous effects of cancer, but thought focusing on the “lost moments” that would result from smoking would be far more powerful. I wanted people to really consider the precious moments they would live to experience if they quit smoking. After the campaign launched, cigarette sales in California dropped, and we got letters from people who said the work actually convinced them to kick their lifetime tobacco habit. That’s an incredible feeling.