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Photo Gallery: Channeling Change

Cheryl Lettenmaier, Africa regional representative for CCP and HCP senior technical advisor, says
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Cheryl Lettenmaier, Africa regional representative for CCP and HCP senior technical advisor, says "You can change some behavior through the media alone, but for the vast majority of people, it's not that easy. Advertisers only expect a 5 percent increase in sales from a campaign. You really need to stimulate discussion. The challenge is how do you make that interpersonal dialogue happen on a massive scale?" Lettenmaier hopes Rockpoint's compelling storylines spark teens to talk and think.

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