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"If we can reduce smoking, we're going to reduce cancer and other diseases." Geoffrey Fong, a professor of psychology and public health sciences at the University of Waterloo, says the warnings on the individual sticks are a "less dramatic improvement" on warning labels compared to 20 years ago when Canada went from small text-only warnings to graphic warning labels on the pack

This is because small differences build up into larger differences, and in marketing, the game is all about increments rather than dramatic changes in behaviour

Chappell: I just cant

Learn More Tomorrows Talent 5 Book This collection brings together work from 60+ artists and is also our biggest volume yet: 276 pages, and for the first time, in a larger format