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Shock to stop?

BMJ 1999; 318 doi: (Published 02 January 1999) Cite this as: BMJ 1999;318:66
  1. John Worden, research professors,
  2. Brian Flynn, research professors
  1. Office of Health Promotion Research, University of Vermont, Burlington, USA

    Massachusetts' antismoking campaign

    Pam Laffin, a 29year old mother of two, is the latest weapon in the US health sector's war on the tobacco industry. Mrs Laffin's struggle to survive emphysema is being shown on prime time television in Massachusetts in a series of 30second antismoking advertisements.

    Paid for by the state's Department of Public Health, the media campaign reveals that she is waiting for a second lung transplant, her body having rejected the first. It also features a comparison of a healthy lung and a tobacco ravaged lung, and displays the woman's transplant scar. Costing $1.5m ($0.9m), these advertisements are intended to grab the attention of smokers who need more urging to quit and young people who are just starting to smoke.

    The Massachusetts adverts reflect a trend started by an Australian campaign in 1997that used scare tactics to target …

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