When I first saw this, I totally thought it was a cult. The name of it is “Circle of Friends” and the URL is “join the circle”… cult imagery. If I didn’t know better I would say it was a practical joke.
And it still might be! It also might be sponsored by an actual cult, especially considering the celebrities they got involved… I have no idea.
What it is: evangelical non-smoking. Really! You even get a little symbol to wear on your wrist.
Web link of note: Circle of Friends
(At http://www.join-the-circle.org/)