News analysis
Swedish cinema cards
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There was a time when cancer societies, like their counterparts in the fields of heart and lung disease, tended to be somewhat staid, cultivating a respectable image at all costs, and cautiously avoiding any activity which might be seen as radical. Even calling on the government to take action on tobacco seemed to some of them to be going too far. In some countries, things still have not changed much, but in Sweden, a mark of how far things have come was seen in May, when the Swedish Cancer Society decided to play the tobacco peddlers at their own game.
After newspapers had refused to run the society's provocative
ads directed against tobacco producer Swedish Match ("Help the children in Eastern Europe to start smoking. Buy shares in Swedish Match."), the society switched to a different, though no less forthright approach. Using designs of actual cigarette packs as a
starting
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