The new strategy seems to be positive reinforcement
rather than scare tactics
... in the old days, this billboard would have shown the tombstone
of the brother.
Maybe this campaign will do a better job... maybe worse... who knows? Kids know what smoking does; but until it's seen as uncool, youth smoking will continue to be a problem. I already see an anti-smoking trend among boys (although it's probably just been replaced by pot and E). Among teenage girls, smoking seems to be more popular than ever. That's in my area; YMMV...