We've always known that smoking is terrible for our health, yet until quite recently at least 35% of American adults smoked. What turned that figure to approximately 15% (CDC figures for 2015) and in some communities, down to 10%?

In the past cigarettes’ were known as ‘cancer sticks’ and there wasn’t a comic alive who didn’t point out (for laughs) the dangers of tobacco use. “Anyone can quit smoking, it takes a man to face lung cancer” is just one joke I remember. No one can reasonably argue that once the tobacco companies admitted that tobacco was dangerous everything changed. But what factors knocked use down to 15%?