Tobacco remains the leading preventable cause of death in West Virginia, with an annual smoking-related toll of3,800 residents–all, in theory, preventable. Nicotine addiction, lack of education, low prices, and the tobacco industry’s relentless promotion of its deadly products are just a few of the factors that sustain the epidemic. The poor, the less educated, and the disenfranchised smoke and use tobacco more than their better-off neighbors. Consequently, they suffer a disproportionate burden of tobacco-related illness and death. They are also the most exploited victims of predatory marketing practices of the tobacco industry that capitalize on their vulnerabilities.