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The Centers for Disease Control and Prevention takes an unfiltered and unflinching approach in "Tips From Former Smokers," an immensely powerful and in some ways transcendent new $54 million multimedia campaign breaking today via ad agency Arnold. Raw, graphic and sometimes heart-wrenching vignettes focus on the daily struggles of ex-smokers suffering from cancer, amputations, tracheotomies, paralysis and more. This is familiar anti-smoking territory, but the campaign consistently rises above the pack. One key is the lack of overt vilification of Big Tobacco.
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