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Cancer. 1998 Dec 15;83(12 Suppl Robert):2736-41.

Designing an effective counteradvertising campaign--California.

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Media Campaign Unit, Tobacco Control Section, Department of Health Services, Sacramento, California 94234-7320, USA.


In this report, the author shares some of the basic lessons learned in conducting a tobacco education and prevention media campaign for the state of California over the past 9 years. She highlights the three most fundamental lessons: 1) the qualities to look for in an advertising/public relations agency, 2) the importance of integrating a media campaign with other tobacco control activities, and 3) the most successful advertising strategies.

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