Problem/Objective: To demonstrate how Project RIDE counters the tobacco industry, Camel brand's hip and insidious marketing towards youth and young adults in underground car culture. With an innovative guerilla media campaign and strong networks of young people in the car scene, Project RIDE successfully organizes and educates this hard-to-reach population.

Methods: The recent successful Hollywood films “The Fast and the Furious” and its sequels reflect recent interests in the import scene. Camel's adult-only facility tent showed up at a car event in Southern California and they sent free-movie night and free drinks invitation emails to young import car enthusiasts. RIDE's strategy has been to incorporate the needs and demands of import car enthusiasts as much as possible through RIDE's active volunteer crew. RIDE's volunteer crew (a group of young import car enthusiasts) and 10 RIDE sponsored car teams receive trainings on tobacco marketing, community organizing and tobacco issue as a social justice issue.

Results: Despite its limited budget, RIDE combines several strategies to reach a California-wide population: (1) training a network of volunteers, (2) culturally relevant TV PSA with volunteers, (3) guerilla media campaign to capture the illegal tobacco marketing toward youth, (4) strong networks of car shows, businesses, and individuals. Project RIDE successfully organizes a campaign to counter the tobacco company's marketing. Conclusions: Popular culture can be a powerful asset not only to counter tobacco media campaign but also to build capacity in vulnerable minority communities.