The tobacco control campaign is a dilemma in Chinese context. For the sake of international reputation，public health and economic interests，various actors as government，tobacco enterprises，tobacco-control NGO，media and the public have participated in this complicated game. Among them，media is often regarded as a game platform or a role with limited energy. The revolution of information ecology and social network structure brings new opportunity to media. Using strategies such as co-empowerment and connective action，new media and the traditional ones have achieved the transformation from “private” to “public” on tobacco control issues，and the cultural meme related to tobacco control issues has been solidified by repeating and diffusing，which make the tobacco control issues in extensive discussion. This paper takes the case of “Sudden death from been dissuaded smoking in the elevator Case” as an example，explores the logic and tactics of media in promoting the tobacco control campaign，and proposes the coalition of informal social control and formal social control.