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For CVS, Tobacco Ban Just Beginning Of Game Change

  • Adweek, Tuesday, March 29, 2016 10 AM

Earlier this month, CVS revealed its latest initiative to combat tobacco addiction with its "Be the First" campaign, a five-year, $50 million effort through education, advocacy, tobacco control and healthy behavior programming. Adweek's Kristina Monllos spoke with de Greve, who joined the brand last year from DigitasLBi, about CVS' brand shift, Obamacare and what's next.

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