Some people may think Don Draper looks kind of smooth with a cigarette hanging from his lips, but the media’s depiction of smoking has evolved over the years—and it’s not a pretty picture.

With the 36th annual Great American Smokeout today, Fast Company looked back on how cigarette advertising has changed. Here are some highlights:

In 1965, 42 percent of Americans smoked.

Three years later, Olympian Peggy Fleming was the first celebrity to appear in an antismoking ad.



In 1980, 15-year-old actress Brooke Shields caused quite a stir with her antismoking ad that featured the risqué Calvin Klein model with a cigarette dangling from each ear.



By 2009, anti-smoking ads hammered home messages with images of damaged lungs and decaying teeth.

Has the messaging been effective? This stroll down memory lane on FastCompany.com states that while the number of American smokers has dropped to 19 percent, more needs to be done.

To see the full timeline, with more information on antismoking campaigns and the advertisements associated with them, visit Fast Company.