Although cigarette use has declined among Americans, use of non-cigarette tobacco products, including e-cigarettes, has been rising. Regulators face the challenge of communicating the potential harms of new tobacco products along with reaching smokers in diverse communities who may not respond to traditional forms of anti-tobacco communication. Last September, to address these issues, the U.S. Food and Drug Administration (FDA) and the National Institutes of Health (NIH) awarded a $20 million, five-year grant to fund University of North Carolina to study issues related to tobacco prevention communication and regulation.