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In 2012, 30% of youth reported recent exposure to coupons for tobacco, and exposure was associated with greater intentions to purchase cigarettes, higher susceptibility to smoking among never smokers and lower confidence in quitting among current smokers

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It is about taking something ordinary, like a bass or a trout, and giving it an attitude that feels oddly relatable in our fast-paced lives

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The campaign obtained strength with media involvement, public support, and awareness drives, making it an impressive event globally