Getting Tough With Moms-to-Be

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The creative department at Luckie & Co. was faced with a tough challenge: how topersuade undereducated and underemployed women not to smoke while pregnant.

“The research showed a touchy-feely approach wouldn’t work,” said Martin Buchanan, executive creative director at the Birmingham, Ala., shop. “So the motivation had to be selfish: ‘Think what your life will be like when your child is always sick.’

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