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For strategists, this means Western brand valuations are increasingly dependent on a Shenzhen ODM cluster they do not own or control

Despite the added pressure, many celebrities have managed to kick the habit and become smoke-free heroes

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Research should also examine the effectiveness of messages that focus on the way the tobacco industry manipulates their products to make the smoke easier to inhale, more addictive and to give the illusion of lower harm107110 and the effects of messages highlighting the links between the tobacco industry and e-cigarette manufacturers marketing their products to youth.102 As detailed previously, we also need to test new ways of delivering messages to youth via their preferred entertainment media, such as embedding messages within online games.5 30 Campaign context In addition to exerting impact on individual smokers and recent quitters, campaigns can prompt discussions between family and friends, influence social norms and be aired at the same time as the implementation of tobacco control policies that can change the environment, improving opportunities and reducing barriers to change