Contrasting the phenomenon of tobacco addiction among under-ages is one of the more efficient prevention actions to soothe the negative effects of smoke on health and individual behavior. British American Tobacco Italy wants to contribute to reduce this malaise looking for solutions able to favor the growth of a more balanced and supportive society. Every initiative to prevent tobacco addiction in under-ages must focus on different factors which make young people start smoking cigarette. Starting smoking is a consequence of an individual behavioral process, environmental and social, rarely ascribable to a single event. The under-age behaves like an adult smoker or peers to feel part of a social and cultural group and to claim their own personalities. Since the end of the Sixties the school was considered the place to spread information regarding health.Nowadays things have changed. School is the place where young people start smoking, following the example of their peers. From here comes the interest towards the Mentor Project proposed by Mentoring USA/Italy. British American Tobacco Italy has showed its interest in supporting the Mentoring Program 2010/2011 which focus on the inclusion of an education action aimed to prevent under-age smoking monitoring the educational response of the action started through statistical elaboration. The message is: those who smoke are not free, they are slave of tobacco addiction; cigarettes do not help, they cause problems. The key messages of the campaign are not conveyed as a prohibition or warning. Instead, they focus on an emotional appeal and creative communication. Under-ages who start smoking put at risk their health and life. These messages must be transmitted highlighting a positive behavior towards life, without smoking.