Shu-Hong Zhu, Ph.D. is a Professor of Family Medicine and Public Health and the Director of the Center for Research and Intervention in Tobacco Control (CRITC) at the University of California, San Diego. He has been the Principal Investigator for the California Smokers’ Helpline since its inception in 1992. The Helpline is recognized internationally for its scientific innovation and its dedication to the dissemination of research findings to public health services. Dr. Zhu is a psychologist with a strong background in methodology, and has published broadly on behavioral interventions as well as on experimental design. His recent work focuses on the interface of individual- and population-based approaches to smoking cessation and the effects of social norms on smoking behavior. Dr. Zhu has received many awards, including the California Wellness Foundation/ University of California Wellness Lecture Award and the APHA Excellence Award from the American Public Health Association.