For this reason, the tobacco control movement has had to target its efforts as strategically as possible.  This particular ad was recently placed in major newspapers throughout the country in response to Philip Morris’s activities in the Czech Republic.  As many of you know, last year, the tobacco giant conducted a cost benefit analysis to allay the fears of some Czech law-makers that smoking was a drain on state coffers.  In fact, according to Philip Morris, tobacco use reduced overall costs to government because many smokers died before they could collect on their earned state benefits.