The goal of California’s tobacco use prevention and reduction efforts is to enable Local Lead Agencies responsible for tobacco control to develop plans to end the tobacco epidemic for all population groups. The framework for achieving this goal focuses on changing the social norms surrounding tobacco use by “indirectly influencing current and potential future tobacco users by creating a social milieu and legal climate in which tobacco becomes less desirable, less acceptable, and less accessible.” Priority areas supporting the change strategy are to: 1. Limit Tobacco Promoting Influences; 2. Reduce Exposure to Secondhand Smoke, Tobacco Smoke Residue, Tobacco Waste, and Other Tobacco Products; 3. Reduce the Availability of Tobacco; and 4. Promote Tobacco Cessation. Each Local Lead Agency plan must include at least one objective for each priority area.

Eligible applicants are local lead agencies (LLAs) responsible for tobacco control programs in all 58 counties of California as well as the cities of Berkeley, Long Beach, and Pasadena.