Since 1990, the California Tobacco Control Program (CTCP) has been producing hard-hitting educational ads that have contributed to a significant decrease in the number of Californians who smoke by changing the social acceptance of tobacco use. The many foci of these campaigns have included messages to: reduce secondhand smoke exposure; counter the tobacco industry’s deceptive marketing efforts to initiate new users; motivate and assist tobacco users to quit; and educate about the harmful effects of toxic tobacco waste on the environment. The CTCP Media Campaign includes television, radio, print, billboard ads, and online efforts in several languages