Another effort consists of a "truth train," scheduled to stage rock concerts and beach parties in 10 cities around the state to spread the anti-smoking message.

Even teen-agers, who are chronically resistant to anti-smoking messages, appear to be getting this one.

The snag could be something as specific as how long Philip Morris will post anti-smoking messages on its billboards.

Billboards made the news in America when, in the tobacco settlement of 1999, all cigarette billboards were replaced with anti-smoking messages.

In an introduction to the playlet, Dr. Cahan endorsed the project as one way to get an anti-smoking message across to young people.

As a result, the tobacco companies could stop the anti-smoking messages only by getting their own ads off the air.

In the future, she said, the writers had to develop more programs around anti-drug and anti-smoking messages, among other themes.

Yet all signs suggest that among the young the anti-smoking message is backfiring.

For instance, his group is sponsoring motorcycles and drag racers, bearing anti-smoking messages, that participate in races organized by Reynolds.

The industry must spend at least $500 million on anti-smoking messages designed to prevent teen-agers from smoking.