Social marketing has been shown to be an effective approach in assisting people to quit smoking in a wide variety of contexts; including whole communities, segments of society, or entire populations (Stead et al., 2007). The anti-tobacco efforts in Australia have helped to lower tobacco consumption with annual declines in smoking rates across the entire population decreasing year on year (Australian Institute of Health and Welfare, 2014). However, anti-tobacco interventions have been broadly focused on the general Australian population, of which the dominant majority are English speakers, and differences among population sub groups have largely been ignored. As a result, smoking rates within Australia’s culturally and linguistically diverse (CALD) population remain high when compared to general population (Baker et al., 2006). Smoking quit rates have not declined at the same general rates as the rest of the Australian population with variations based on country of birth clearly apparent (Scollo & Winstanley, 2012). Consequently, this thesis aimed to examine how social marketing could be more effectively applied to Australia’s CALD communities.