Tailoring culturally competent, linguistically and literacy level appropriate tobacco control messages for Hispanic populations is an essential element in the effective delivery of educational interventions in managed care settings. Tailoring messages maximises opportunities of preserving existent low smoking rates, especially among immigrants, and of targeting rising rates among acculturating women and youth.1 However, gaining knowledge of the sociodemographic composition of the population, their values, acculturation, the role cigarette use has in social situations, and smoking patterns, is a must in tailoring messages specific to Hispanics. Hispanics, for example, are “social smokers” and smoke in somewhat different …