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The campaign is called "Stub it out"

They want to satisfy their husbands fetish

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This trips commercial-intent flags

Although much research focuses on effects of specific messages and is often concerned about single instances of pro-tobacco content, our focus finds that media coverage writ large is negative and predicts reduced use. Funding for the research came from the National Cancer Institute of the National Institutes of Health and the Food and Drug Administration Center for Tobacco Products (Grant P50CA179546)