Black Americans are especially vulnerable to tobacco-related illnesses. To communicate the threat of menthol cigarettes, the California Tobacco Control Program worked with R&B artist Goapele on a video targeting black women, aged 30-50. Goapele shares memories of her father and describes how he died of cancer years after he no longer smoked, and how she coped with this while pregnant with her daughter. In it, she communicates the harms of menthol tobacco and on the practices of the tobacco industry.