TY - JOUR T1 - The case for recycling and adapting anti-tobacco mass media campaigns JF - Tobacco Control JO - Tob Control SP - 514 LP - 517 DO - 10.1136/tc.2009.035022 VL - 19 IS - 6 AU - Trish Cotter AU - Donna Perez AU - Sally Dunlop AU - Wai Tak Hung AU - Anita Dessaix AU - James F Bishop Y1 - 2010/12/01 UR - http://tobaccocontrol.bmj.com/content/19/6/514.abstract N2 - 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. ER -