What works best for youth smoking prevention messages?

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In Australia, tobacco smoking is the leading cause of preventable death and disease, resulting in over 19,000 deaths annually. The morbidity and mortality associated with smoking costs the community over $21 billion a year. People who start smoking when they are young are more likely to smoke heavily as adults, to become more dependent on nicotine and to be at increased risk of smoking-related illness or death. This research study will provide practical recommendations for future tobacco control television advertising targeted at youth in terms of the elements featured in tobacco control advertisements that increase advertising effectiveness.