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    1. A meta-analysis of U.S. health campaign effects on behavior: emphasize enforcement, exposure, and new information and beware the secular trend

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    2. Branding through cultural grounding: the keepin' it REAL curriculum

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    3. Building brands with competitive analysis

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    4. Case studies of youth tobacco prevention campaigns from the USA: truths and half-truths

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    5. Creating fear in a risky world: generating effective health risk messages

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    7. Help: a European public health brand in the making?

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    9. Theory and principles of media health campaigns

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    10. What is a public health brand?

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