Mass media campaigns, while often expensive, are proven, cost-effective interventions and should not be considered out-of-reach, especially where governments have some sway over media markets, where large media discounts are possible or where other novel strategies can be employed.
Perl, R., Stebenkova, L., Morozova, I., Murukutla, N., Kochetova, V., Kotov, A., Voylokova, T., Baskakova, J. (October 2011). Mass media campaigns within reach: effective efforts with limited resources in Russia’s capital city. Tobacco Control 2011;20:439-441 Published Online First: 18 June 2011 doi:10.1136/tc.2010.041269