Health Commissioner Thomas Frieden said Monday that the campaign is designed to get New Yorkers to think twice about smoking.
The matchbook images are coupled with the words "Cigarettes Are Eating You Alive," and are available free at 132 cigarette retailers around the city.
Assistant Commissioner Sarah Perl says the tobacco industry spends billions promoting smoking with images of healthy, beautiful people. But the reality, she says, is that "smoking is ugly and devastating" and she hopes the images "will encourage New Yorkers to get the help they need to quit."
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On the Net:
New York Department of Health and Mental Hygiene: NYC.gov/health.
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