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They began to run commercials in the 1960s with Black athletes, particularly Elston Howard of the New York Yankees, Willie Mays, Hank Aaron, all selling these products, said Gardiner, who wrote the most comprehensive study on the tobacco industrys advertising efforts in Black communities
The researchers found that not only were nonsmokers receiving coupons, but female smokers were more likely than males to receive direct mail coupons, which may be due in part to women being more likely than men to use coupons generally, the study noted
One likely reason is messaging by the tobacco industry, which claimed for decades that cigarettes were safe, even though tobacco industry scientists knew as early as 1953 that smoking caused lung cancer
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