In June 2009, INPES aired a new prevention campaign on TV aimed at raising awareness of the risks associated with smoking. The commercial highlighted the extremely low probability of a man being born, contrasting it with the very high probability that he will die from smoking. It concluded by inviting smokers to call the new Tabac Info Service number (39 89). Typically, the evaluation of this type of campaign is conducted using a post-test based on a national sample—of approximately one thousand people—representative of the French population aged 15 and older (quota method). To supplement this “traditional” evaluation, INPES and FNORS launched a survey based on a subnational approach. This second post-test surveyed just over 2,400 people across 127 cantons. Both surveys were conducted between late June and early July 2009. Overall, the two surveys yield similar results. However, the integration of socio-health and territorial variables into a sub-national approach allows for more in-depth findings and highlights territorial differences within the same professional group, particularly regarding the understanding and impact of the prevention message. This approach, based on the use of complementary indicators such as the cantonal typology developed by Fnors, offers new perspectives for evaluating health promotion campaigns. Following this initial research, differences in perceptions and understanding linked to individuals’ occupational group and area of residence underscore the importance of complementing national communication campaigns with health education initiatives tailored to the populations (occupational group, area of residence) that need them most, using tools adapted to these different groups.