Le tabac est une drogue (22 mai 1993), this full page ad was the back-cover for Libération and Le Monde on May 22, 1993. The goal was to raise the awareness about the health dangers of tobacco smoking but also to convince the press they could get health ads to replace tobacco ads if they were supporting adequate budgets for tobacco prevention. The press did not buy this argument and the French government never increased significantly the tobacco prevention budgets. The cost for the two ads was about $60K each.
