REPACKAGING old anti-tobacco advertising campaigns can be a successful, cost-effective strategy to promote smoking cessation in younger people. Australian researchers have highlighted two recent examples where old anti-tobacco advertisements were successfully adapted to target younger smokers not familiar with the original ads. The first was the highly successful ‘Sponge’ advertisement, originally aired in 1983, depicting tar being squeezed from the lungs of a heavy smoker. After a new version, aimed at people aged 30 or younger, aired in October 2007, a survey of 453 people found the new Sponge ad achieved high levels of recognition, with ...