California Tobacco Control Programme

This multi-media campaign used paid radio, television, billboard, and print advertising, using public relations. A clearinghouse of print and audiovisual materials remains, technical assistance and training for local sites occurred, and a Helpline are important aspects of the programme. Advocacy created a smoke-free indoor workplace law.

Smoking, Youth.

The social norm change model is based on the fact that thoughts, values, morals, and the action of others are tempered by the community. By indirectly influencing current and potential tobacco users through the creation of a social milieu and legal climate, tobacco use will be made less desirable. This programme uses a collaborative grassroots approach to create a statewide infrastructure and is accomplished by creating a state-level office and several statewide and regional programmes that serve an array of decentralised local programmes.