national tobacco core Skyward *Core themes:* The illusion of

Collection: Salem Shows Spirit In 1982, Salem rebranded their product toward a younger demographic and launched a new campaign, Salem Spirit. The new campaign served to rival Newports ongoing efforts targeting youth and attempted to steal Kools declining young customer base

Convenience sampling was employed, using Prolifics feature to only recruit those who meet eligibility criteria

I started being part of the crowd and I just started smoking my Newport menthol cigarettes and I got hooked, said Martinez, who is now 55 and lives in the Bronx

"You'll lose them before you use them, throw them away," I repeated

Chapter conclusions reflect evidence cited in previous Surgeon Generals reports and newly available evidence