The use of training and technical assistance to drive and improve performance of California's Tobacco Control Program.

The California Department of Public Health, California Tobacco Control Program uses a social norm-change strategy to reduce the uptake and continued use of tobacco products. The statewide media campaign frames the message, community-level projects implement advocacy campaigns, and statewide-funded projects build the capacity of community-level projects. The California Tobacco Control Program's technical assistance (TA) system has evolved over time because of changing needs, evaluation findings, and budget considerations. However, TA services continue to strategically align with four statewide policy priorities: to eliminate secondhand smoke exposure, to counter protobacco influences, to reduce the availability of tobacco, and to promote cessation services. TA is the engine powering social change across California by playing a key role in the uptake of a single policy to facilitating the adoption of hundreds of tobacco control policies statewide. The inclusion of expert and peer-to-peer TA models broadly disseminates both evidence-based and tacit community-based knowledge. Comprehensive TA also levels the playing field for organizations and communities to effectively implement policy interventions. Together these approaches accelerate change throughout California communities.