Young adults aged 18-24 are the youngest age group to whom tobacco companies can legally market their product and many college students either begin to use tobacco or increase their tobacco use when they enter the college environment.  Tobacco prevention campaigns are a necessary part of a comprehensive college tobacco control program but college students today have been exposed to a number of different social marketing campaigns on tobacco and other drugs.  To reach savvy college students today, prevention programs must stand out.  Social norms marketing is a technique that gained popularity in the last few years and has proliferated on college campuses across the nation.  The primary goal of social norms marketing is to try to correct student’s perception of tobacco or other drug use on campus.  The Walt campaign at Texas Tech University in Lubbock Texas uses a social norms approach but was originally conceived by students and is very different from other social norms marketing campaigns.  Walt has been disseminated using a number of different marketing techniques and has now taken on several different personas.  In an internet study of over 300 Texas Tech University students, conducted in December of 2003, over 70% of students recognized Walt by name and 60% of those students could repeat Walt’s message (70% of Texas Tech University students do not use tobacco).  This same internet study indicated that tobacco use decreased on the Texas Tech campus, from over 30% in 2001 to less than 27% in 2003.