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And they're all interconnected, meaning doing one task before another can open up completely new avenues of investigation

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The campaign exposes industry tactics and frames Big Tobacco as the enemy boldly calling out the industry and pushing for change with ads like the below: Rather than making teen smokers feel bad for smoking, the campaign instead connects with their aspirational identities, framing teenagers as smart, independent change-makers for resisting manipulative industry tactics through messages like these: These messages frame individual change as empowering and collective change as part of social progress

Before then, I dont think we had worked with any black musicians