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The case for recycling and adapting anti-tobacco mass media campaigns
  1. Trish Cotter1,
  2. Donna Perez1,
  3. Sally Dunlop1,2,
  4. Wai Tak Hung1,
  5. Anita Dessaix1,
  6. James F Bishop1
  1. 1Cancer Institute NSW, New South Wales, Australia
  2. 2University of Sydney NSW Australia
  1. Correspondence to Trish Cotter, Cancer Institute NSW, PO Box 41 Alexandria NSW 1435, Australia; trish.cotter{at}


Effective mass media campaigns are hard to come by. A delicate blend of art and science is required to ensure content is technically accurate as well as being creatively engaging for the target audience. However, the most expensive component of a media campaign is not its development but its placement at levels that allow smokers to see, engage and respond to its content. This paper uses two examples to illustrate the process of adapting existing effective material to maximise the expenditure of precious resources on the placement of material.

  • Tobacco smoking
  • mass media
  • anti-smoking advertising
  • advertising and promotion
  • cessation

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  • Competing interests None.

  • Provenance and peer review Not commissioned; externally peer reviewed.