ABSTRACT About four million US adults smoke cigars on a regular basis and are exposed to health consequences of cigar use such as oral, throat, pancreatic and lung cancer. The use of Little cigar and cigarillo (LCC) use among young adults has increased significantly over the last several years due to regulations that favor cigars over cigarettes such as banning of flavors, packaging of LCCs which makes these products affordable, and taxation differences between cigars and cigarettes. LCCs have also been advertised in ways that increase the susceptibility of young Whites and African American adults to LCC use. The parent grant is developing new health warning labels (HWLs) for LCCs that will be more effective in reducing LCC use than currently existing warning labels. Research from cigarette studies suggest that communication campaigns to support new health warning labels (HWLs) lead to cessation related behaviors. However, these studies were conducted outside of the United State and no research on a communication campaign to support new HWLs for LCCs has been done. The proposed study fills a critical gap by developing messages for a communication campaign to support the new LCC HWLs. In Aim 1, new messages with different styles, images and features will be developed using existing research, expert review and focus groups. Aim 2 will involve the conduction of an online experiment to determine the perceived effectiveness as well as cognitive and affective reactions to the messages. The proposed study fills a critical scientific gap by developing and testing campaign messages about new LCC warnings, while considering key LCC user groups such as White and African American young adults. The overarching goal of the proposed formative research is to develop a set of effective messages for a communication campaign targeted to young adults to augment LCC HWLs.