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Health News: Anti-smoking - Media campaigns can boost success

Anti-smoking initiatives in schools could significantly improve their impact by combining with advertising campaigns, according to a review of research to reduce and prevent smoking by the Health Development Agency.

Researchers said school-based schemes where pupils learned about the short-term health consequences of smoking, combined with training on resistance to pro-smoking media messages, were "working well" and should continue.

However, evidence suggested that mass media campaigns, when combined with school-based programmes, were more effective than school-based programmes alone.

Researchers also claimed the impact of programmes could be quadrupled if delivered early during the transition from elementary to middle grade, if peer leaders played a substantial role in delivering the programme.

An estimated 10 per cent of children aged 11 to 15 were regular smokers in 2002, according to government statistics.

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