How do you convince people to quit smoking? In 2012 in Thailand, after extensive research the Thai Health Promotion Foundation (THPF) discovers two insights. Two human truths that weren't immediately obvious: 1. A smokers insight: Smokers are fully aware of the health risks of smoking. But they ignore all warnings from friends, family and outsiders. Because the only voice they listen to is theirs. And it tells them things like, "Everything causes cancer these days" or "I can give up whenever I want.