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Riester-Robb Extends Anti-Smoking Reach
LOS ANGELES–Having targeted younger smokers with its previous efforts, Arizona’s Department of Health Services is aiming its new anti-tobacco campaign at adults.
The estimated $12 million campaign, the state’s first directed at adult smokers, was created by Riester-Robb in Phoenix. Its strategy is to empathize with smokers who are struggling to quit.
“Most tobacco education efforts [take] the medical point of view or the nonuser point of view,” said agency president Tim Riester.
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