RIYADH, Saudi Arabia — The catchy slogan, "Kicking the habit is on you, and marriage is on us," is meant to entice young grooms to give up smoking by offering an attractive incentive.

And, indeed, hundreds have expressed interest in the first anti-smoking drive of its kind in the kingdom, with one man saying he is ready to take up smoking just to be eligible for the grand prize — an all-expenses-paid wedding.

In much of the Arab world, the groom alone bears the cost of getting married, including an expensive party, a dowry and a fully furnished house. Men often put off marriage until they've saved enough money to take a bride.

Several commentators have complained that the campaign is turning women into a commodity, but organizers have taken the criticism in stride, saying they're thrilled to get people talking about the dangers of smoking.

About one quarter of Saudi Arabia's 27.6 million residents indulge.

Since June 20, banners have gone up on overpasses and bridges over the Saudi capital's major highways, depicting the campaign slogan in pink and reddish brown.

Next to it are the faceless outlines of a bride, dressed in white and carrying a bouquet of flowers, and of a man wearing a black, ceremonial cloak over his white thobe, the traditional robe Saudi men wear.

The quit-smoking-drive is also being advertised in malls, at universities and in magazines.

The organizer, a local charity called Purity, stipulates that the marriage is the man's first and that he has a recent marriage contract.

In Islam, the contract is usually signed before a couple moves in together.