It is clear from both existing literature and my own research that for college students, smoking is a lifestyle choice. They all have the intelligence and ability to understand that smoking has incredibly harmful effects, but they must choose to ignore them or classify them as something that “will never happen to me.” The current emotional, heartbreaking and shocking fight against smoking ads are all widely recognized by the college students I interviewed and by many other acquaintances and friends when I asked about them. One of the more recent adverts featuring the late Gerry Collins, a man who campaigned against smoking whilst suffering from lung cancer himself, has touched every interviewee I have spoken to and seems to have touched the hearts of the nation too. Unfortunately, as brave as Gerry Collins and others are to take part in this type of advertising, they don't seem to work at all on the younger demographic they're targeting. Many of my interviewees commented on how sad those ads were and how they were so upsetting. But they were quick to express their thoughts on how old the people in the adverts were and how they would never be "chain smokers" like them. Many respondents said they would simply change the channel if such an ad appeared. From my findings it was clear that the long-term effects of smoking had minimal impact on a smoker's life. None of the smokers I interviewed seemed in any way concerned about their current or future health. What I have found, and what I believe is missing in the current literature, is an understanding of why this is of little to no importance to college students who smoke. To put the answer... in the middle of the paper... continue, but it is also important to focus on innovative and new advertisements that focus on the aesthetic losses people experience when smoking. One area where I feel anti-smoking campaigns are lacking is social media platforms. This is where young teenagers, like college students, spend most of their time, instead of watching TV or listening to the radio. To create a fully integrated IMC strategy, it would be foolish not to include social media. A “quit smoking” app for iPhone or Android would be a great start in reaching younger generations. If this app was promoted on sites like Twitter, Instagram, Facebook and Twitter, perhaps the images regularly associated with "#smoking" would change from being pro-smoking to a more balanced place, where smoking isn't always necessarily seen as a thing interesting to talk about.