The European Commission's “Ex-Smokers are Unstoppable” initiative helped thousands of smokers across Europe to stub out their last cigarette. When the Commission wanted to better understand and showcase why people smoke and what motivates them to stop, they came to us. We took on the challenge, analysing data from more than 25,000 people across 27 countries and summarising it into a series of highly engaging country briefing reports and infographics.