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The campaigns approach -- personal, emotionally fraught stories paired with a place to turn to for tangible help -- are a potent mix, wrote Rigotti and Wakefield, and grounded in health communication research. Because the stories involve actual people, it reduces the tendency for smokers to generate counterarguments (That couldnt happen to me) or discount adverse health outcomes as uncommon among the smokers whom they know. Though the campaign has ended, material from it -- including many personal stories -- can still be viewed at www.cdc.gov/tobacco/campaign/tips

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