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The campaigns were largely successful: between 1980 and 2018, 1.5 million Black Americans began smoking menthols, and 157,000 Black Americans died prematurely from smoking-related deaths

[A] history of the evolution of targeted tobacco marketing and how the industry strategically created a demand and then peddled their product to Black America." Salon "Tracking the evolution of a centurys worth of targeted marketing, this history documents the sinister engineering of a Black consumer preference for menthol cigarettes

This cultural shift was largely facilitated by the expansion of cigarette markets through advertising and promotion

For several years he has conducted summer poetry workshops at University College, Galway