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We will pursue a positive campaign and we are notifying everybody that we have nothing whatsoever to do with those ads. And we hand-delivered that to the governor's office and we made a lot of phone calls saying, Look, we don't have any control over the ads, there's nothing we can do about them

The campaign was thus designed to unmarket smoking rather than inform people about the health effects of smoking, which traditional health educators thought an education campaign was supposed to do

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Second, we retrieved the study participants blood pressure readings from their medical records, meaning the values had been measured at different times