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HEC Press Officer Michel Jacob noted that evaluation of a campaign like this is difficult, since its influence on behaviour can only be measured in the future and, even then, smoking behaviour is governed by a great many factors and subject to a great many influences. He went on to state that It would be idle to pretend, and I think it is idle to pretend, that any health education mass media campaign on its own can make a significant long-term impact on health behaviour. Nonetheless, Jacob was confident that the overwhelming response by children, the favourable reception by schools, and the associated significant coverage by the mass media suggested that the approach is one worthy of development (Health Education Council, 1981b)

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