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Graphic anti-smoking campaign feature emotional appeals

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Updated: 3/28/2013 3:16 pm
The Centers for Disease Control and Prevention has once again released a multi-media, multi-million dollar advertising campaign designed to encourage people to quit smoking, or never start.

The $48-million anti-smoking media campaign is now in its second year, and the CDC aims to expand upon last year's apparent success.

"We had hoped that maybe half a million people would try to quit and maybe 50,000 people would succeed. Our initial data suggest that the actual results of that far exceeded those expectations," says CDC Director Dr. Tom Frieden.

They can attribute part of that to a raw 2012 ad featuring Terrie Hall, who has suffered disfiguring effects of throat cancer, including having her voice box removed.

"I've cried in the middle of a Walgreens with a woman who said she quit smoking because of my commercial," Hall says.

The ads are in English and Spanish,and some target specific groups with high smoking rates, like Native Americans.

One print ad features a gay couple.

"That's critically important because that community has been overlooked for a long time and has very high smoking rates," notes Dr. Cheryl Healton of the American Legacy Foundation.

The ads will begin running on Monday.

-- Erika Edwards, NBC News, reports



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