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It is first and foremost unoffensive
The campaign exposes industry tactics and frames Big Tobacco as the enemy boldly calling out the industry and pushing for change with ads like the below: Rather than making teen smokers feel bad for smoking, the campaign instead connects with their aspirational identities, framing teenagers as smart, independent change-makers for resisting manipulative industry tactics through messages like these: These messages frame individual change as empowering and collective change as part of social progress
With all the eggs hatching at one time, predators cant possibly find all of them
Simply taking pain relievers if you feel pain can lead to a delayed diagnosis
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