California Department of Health Services, Tobacco Control Section: Tobacco Control Section Media campaign
Mark LaneOVERVIEW
In 1988 California voters passed Proposition 99, a measure that imposed a tax hike on cigarettes and earmarked the revenues thereby generated for antismoking efforts, including statewide media campaigns. The Tobacco Control Section of the California Department of Health Services (CDHS) thus pioneered the high-profile, taxpayer-funded, big-budget antismoking advertising efforts that would ultimately become common across the United States. The California campaigns consistently attracted media attention and industry awards, but in 2000 CDHS decided on a change of course for its advertising. Hiring the...