Introduction

Young adults are considered a high-priority population in tobacco control, particularly because nationwide young adult smoking prevalence has not declined as significantly as teen or adult smoking. Researchers have identified social smoking in environments such as bars and clubs as the frontline for young adult tobacco prevention. Rescue SCG’s Branded Bar & Club-Based Counter-Advertising (BBCBCA) strategy successfully changes tobacco norms within young adult social cultures, directly countering the tobacco industry’s promotions.