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According to the literature, it can be estimated that for a spend of ~$100,000, the level of advertising intensity needed to drive optimal population-level brand awareness occurs at a reach of between 36% and 46% and frequency of two to five exposures

Plain packaging would require all cigarettes to be sold in packs with a standard pack shape, colour, and method of opening, removing all branding and leaving only the brand name in a standard font and location

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There is plenty of medical literature to document the effects of smoking on prenatal development, as well as the negative impact on maternal health (such as the risk of cardiovascular and pulmonary events)