Problem/Objective: Studies reveal that smokers are misinformed about the cigarettes they smoke. This presentation will demonstrate a creative campaign implemented in Buffalo, NY in 2006 to educate smokers about their cigarettes.

Methods: A creative multi-media print, radio and web-based campaign was launched in the summer of 2006 to inform smokers about defects in standard cigarette filters, cigarette ingredients and additives, the use of reconstituted tobacco, and the fraud of low tar cigarettes.

Results: Population survey data collected in 2007 reveal that that smokers were aware of the campaign and that it helped alter beliefs about low tar cigarettes and the need to regulate tobacco manufacturers. Smokers especially liked the "meat grinder" ad which was developed to illustrate how cigarettes are constructed.

Conclusions: The public is grossly misinformed about cigarettes but desires more information. This small campaign illustrates one small effort made to communicate information to consumers about cigarette design. The ads developed in this campaign could easily be made into pack warnings that would ensure that virtually every smoker would become better informed about the cigarettes they purchase.