In this Learning Lab episode, host Kathleen Bates sits down with retired Naval Executive Officer, Alvaro (Al) Lima, to reflect on the changing targeted marketing tactics he witnessed from tobacco companies over the course of his 30 years of service. In addition, Lima provides insight on the cultural acceptance of tobacco use while serving tours in other countries and the altered sense of reality it has created for men and women globally since the 80’s. Lastly, Kathleen and Al discuss practical efforts to bridge the gap in denormalizing the use of tobacco, especially among new recruits and veterans.