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The campaign obtained these impressive results through a carefully executed paid media strategy based on evidence-based best practices for tobacco prevention campaigns, and by ensuring its messaging was designed to reach and motivate an at-risk teen audience

Included populations were limited to general populations of people who smoke, those motivated or not motivated, and people with mental illness

The findings and methodology of this relatively small study have since been seriously questioned on more than one occasion, but the BLF chooses not to mention this at all

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Consequently, smoking can be a double-sided sword