This paper presents the major results of a study for the American Cancer Society on cigarette smoking among teen-age girls and young women, and findings relevant to the prevention and quitting of smoking. The four major trends found in this study are: (1) a dramatic increase in cigarette smoking among females; (2) an intellectual awareness of the dangers of smoking; (3) belief in an all-pervasive smoking environment; and (4) growth and acceptance of the "New Values" generated by college students of the 1960's. In its efforts to break down the myth of an extensive smoking society and to utilize the positive elements of the "New Values," the study presents the following list of findings which can be used in an antismoking campaign: (1) Teen-age smokers are more sophisticated than nonsmokers; (2) Smoking is not identified with rebelliousness; (3) Peer relationships are a dominant factor in smoking; (4) Antismoking education needs to begin at an earlier grade level than supposed; (4) Young women smokers express a high need for independence; (5) Working women smoke less than housewives; (6) Identification with the women's movement does not encourage smoking; (7) Pregnancy only causes a cutback in smoking; (8) Children are less militant than formerly in their efforts to curb smoking among their parents; and (9) Light smokers can quit more easily than heavy smokers. The study indicates there is a definite potential for getting females to quit, but more emphasis must be placed on the nonaddictive qualities of smoking in antismoking campaigns. (HLM)