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It has branded the campaign MPOWER each letter represents one of six strategies and is eschewing scare tactics in favor of the theme fresh and alive. Press materials came with a box that looks like a pack of cigarettes and contains a pad and pens describing the elements of the campaign. [9] Said Sandra Mullin, a spokeswoman for the World Lung Foundation, We're co-opting the tobacco industry's branding strategies to capture the attention of government officials

Reference Source World Health Organization: WHO Report on the Global Tobacco Epidemic

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