Objectives: To examine the effectiveness of a secondhand smoke media campaign on adult smokers' willingness to protect children from secondhand smoke. Methods: Following a series of community awareness ads, a random sample of 390 adult smokers was surveyed via telephone regarding their perceptions of secondhand smoke. Results: Seeing or hearing the ads was significantly associated with intentions to personally smoke outside of the home and to ask visitors to smoke outside. Most smokers were committed to protecting children from secondhand smoke. Conclusions: Secondhand-smoke media campaigns can positively affect smokers' knowledge of the dangers of secondhand smoke and future intentions to protect others from secondhand smoke.