Confusing Advertisement

So I saw the pictured ad on this week's The Age Good Weekend and it confuses me. Which side is it on? Is it promoting the 'stop smoking' idea or is it selling the cigarette?

Not until I saw the website that I understand that it is the first one.

Hmm - Am I the only one? I hope so... cause otherwise it would be money wasted on badly promoting a good cause.

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