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Kids were targeted as future smokers who would continue to provide business for the tobacco companies as older smokers died

Additional Resources Impact of The Real Cost Media Campaign on Youth Smoking Initiation Cost-Effectiveness Analysis of The Real Cost Campaign's Effect on Smoking Prevention, American Journal of Preventive Medicine How The Real Cost successfully changed youth's risk perceptions and beliefs about smoking, American Journal of Health Promotion Findings on the target audience's awareness, PLOS ONE (2015) Evidence of youth receptivity to the ads during message pretesting, Journal of Health Communication 1

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