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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

But we should organize around ideas, she pleaded

The reader might be left with impression that the use of nicotine is simply not compatible with public health aims, and that e-cigarettes should be subject to the same restrictions as tobacco products

It seemed like an uphill battle, but we triumphed