Mass. raises volume against smoking
11/15/2007 Boston, MA Stephen Smith Boston.com Six years ago, Ronaldo Martinez and his wrenching plea to stop smoking - rendered in a tinny, robotic voice that is the legacy of throat cancer - vanished from the Massachusetts airwaves, a victim of politics and economics. Now, that landmark advertisement and a series of other commercials are being reprised, set to start airing again today on broadcast and cable channels, the most tangible evidence of a reinvigorated state antismoking campaign. There will be newly produced ads, too, with the same purpose: reducing tobacco use in Massachusetts. During the five years the ads ran previously, the percentage of adults who smoked dropped from 22.7 to 19.5. After the ads disappeared, the rate of decline slowed, and cigarette sales actually rose in 2006. State public health authorities unveiled the antismoking campaign yesterday, promising to spend about $1.5 million to run the ads for five months on television stations in Boston, Springfield, and Southeastern Massachusetts and to plaster the ads on the Internet and at transit stops. State authorities and the former smokers featured in the commercials pledged that the effort would restore the state's status as a world leader in tobacco control. "I felt so bad about it when the ads were taken off, but I had no control over it," Martinez, 54, said in an interview. "When they contacted me and they told me the campaign was coming back, I felt great." The Legislature and Governor Deval Patrick increased antismoking spending by $4.5 [...]