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President Donald Trump is promising a “massive advertising campaign” as part of his administration’s response to the worst drug crisis in U.S. history, but past marketing efforts have shown few results and experts say other measures could be more effective in curbing the current epidemic.

Trump declared opioid overdoses a public health emergency on Thursday and laid out steps to combat addiction and abuse with heroin and prescription painkillers, drugs that kill nearly 100 Americans daily.

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