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USA: Kool’s “Be True” funding
  1. M JANE LEWIS1,
  2. OLIVIA WACKOWSKI2
  1. 1 lewismj@umdnj.edu
  2. UMDNJ-School of Public Health, New Jersey; USA; wackowol@umdnj.edu

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    Health professionals have not been the only ones busy writing grants recently. This summer, Reynolds America’s Kool brand offered young adult smokers a chance to compete for either 10,000 or 2,500 US dollars in “business grants”. The stated intention of its programme, called the “Be True Grant Fund”, was to help “entrepreneurs achieve their ambitions and contribute to their communities”. The programme, along with Kool’s “Art of Business Seminars” currently running in US cities, was tied in with Kool’s current “Be True” cigarette brand promotion campaign, which emphasises creativity, originality and staying connected with one’s …

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