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" ... These local smoking-control ordinances were combined with state and federal efforts to increase tobacco taxes. The taxes not only made cigarettes more expensive, dampening demand, they helped fund advertising campaigns warning people of the dangers of cigarettes and supported smoking quitlines. Together, this multipronged effort to change policy, backed by a powerful communications and educational strategy, created a snowball of change that transformed norms and expectations around smoking. Lesson 3—create campaigns that are multifaceted. ... "