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You’re looking at America’s largest-ever campaign to take on flavored tobacco. "Flavors Hook Kids" is new work by Duncan Channon for the California Tobacco Control Program and was launched across the state this week with TV, digital video, radio, and OOH. "Our kids are magical to us. We joyfully document their every moment as they try out the world for the first time, including what foods they love and don’t," said Anne Elisco-Lemme, executive creative director at Duncan Channon. "Our creative reveals the disturbing truth that during these two critical times in our children’s lives, the tobacco companies are also watching and covertly applauding the power of flavor to attract and addict our kids to their products."