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Tobacco control is becoming so fashionable, or possibly infectious, that it is causing some advocates’ families and friends to do strange things. Like reading backwards. Fred Moeller, Volunteer Public Issues Coordinator for the Michigan Affiliate of the American Heart Association, reports how his daughter and one of her friends spotted a new billboard ad for the Brown & Williamson cigarette brand Kool, whose copy simply said “Nu Look” (figure 1). At first they thought it was just another in a series which wordplays …