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While obviously our primary target audience is smokers, putting this message on TV and other mediums provides a rich cross over, where youre also reaching ex-smokers who will see the ads and stay on track, as well as people who havent ever taken up smoking and will hopefully stay smoke free

It can take time (sometimes weeks) for your brain to respond to the new dose

The smokestacks, therefore, remain, visual landmarks to this small town in downtown, where 50 companies and 26 academic departments bring more than 3,000 employees and students every day (15,000 people worked here for Reynolds every day)

But that does make it more difficult to change things up when you decide you dont like something