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With teenage smoking on the rise despite millions of dollars in television ads, new techniques are being applied to help reverse the trend.
One such approach, targeting Massachusetts middle-school students, seeks to deglamorize smoking as portrayed by some of Hollywood’s current crop of leading men: Matt Damon in Good Will Hunting, Leonardo DiCaprio in Titanic and Will Smith in Men in Black.
Working with Boston-based Arnold Communications, which handles the Massachusetts Department of Public Health Tobacco Control Program, CF Video in Watertown, Mass.,
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