“…This bycountry specificity also makes it more likely that the effects found in Malaysia actually relate to the antismoking campaign conducted there and are not some arti fact. Consistent with other studies (Ackoff & Ernshoff, 1975;Hsieh et al, 1996;Rao & Miller, 1975;Simon & Arndt, 1980;Wakefield et al, 2003), antismoking campaigns such as the Tak Nak campaign in Malaysia can complement other efforts in increasing adolescents' knowledge of the health risk of smok ing, which in turn can increase their perceived risk of smoking. Given their reach, such campaigns can be costeffective vehicles in the long term because they reach so many, thus the appar ently high upfront cost would actually be low based on per per son influenced (Hurley & Matthews, 2008;Ratcliffe, Cairns, & Platt, 1997;Stevens, Thorogood, & Kayikki, 2002).…”