A french kiss for economic reform?

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Innovative social marketing in Bulgaria:

"I give a French kiss for a cigarette" is the motto of the campaign launched by Students in the seaside's Varna in view of the Great Smoke Out Day. At a similar initiative in 2003, the students gave about 500 kisses. Being armed with such "dangerous weapons", the organizers hope to convince many people to give up the bad habit, or at least lay down one cigarette.

Perhaps the same social marketing techniques could be used to sell economic reforms?

Another question. Why is this called a 'French kiss'? Why do the French have all the fun? Thanks for the pointer go to Benjamin Herzberg, the World Bank's authority on social marketing, who is, er, French.

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