Over the past 50 years, the social acceptability of smoking has declined significantly; this is a keystone accomplishment of the tobacco control movement. This video explores the importance of social norm change as a primary strategy for improving public health by reducing smoking rates. Comments on this video are allowed in accordance with our comment policy: http://www.cdc.gov/SocialMedia/Tools/CommentPolicy.html This video can also be viewed at http://streaming.cdc.gov/vod.php?id=72dced91eb6ed03e4a6cb8f9732c905e20140128165817937