''Approaching ' truth ' as a brand like Marlboro or Camel, the umbrella campaign is a guerrilla-style war that attacks on multiple, psychological levels and, literally, takes its message to the streets,'' AdWeek commented in an article accompanying the award citation: By understanding its audience, truth has been effective, not only in reaching high-sensation and open-to-smoking teens, but also in reducing youth smoking prevalence - AdWeek The American Journal of Preventive Medicine found that in its first four years alone, the national truth campaign was directly responsible for preventing more than 450,000 adolescents from smoking, saving thousands from cancer and other diseases caused by tobacco
It might well be thought desirable, especially by and for civil servants and others working in or visiting government departments, if the smoking ban did bind the crown, she added
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