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September 16, 1998

Evaluating Antismoking Advertising Campaigns—Reply

Author Affiliations

Margaret A.WinkerMD, Senior EditorIndividualAuthorPhil B.FontanarosaMD, Senior EditorIndividualAuthor

JAMA. 1998;280(11):964-965. doi:10-1001/pubs.JAMA-ISSN-0098-7484-280-11-jbk0916

In Reply.—Drs Connolly and Harris1 criticize us for describing the Massachusetts antitobacco media campaign as "a more youth-oriented approach" than the one California used. Yet, they use the fact that the Massachusetts campaign was more youth oriented to explain why we saw faster declines in per capita consumption of cigarettes in California than in Massachusetts. They are correct in stating that youth consume only 2% to 3% of cigarettes, which is another reason that a youth-focused program is a mistake. It is, after all, the adults whom tobacco kills. Moreover, while it is preferable to prevent tobacco use altogether, to stop smoking in young adulthood avoids the long-term health consequences.2,3