Have you seen the commercial with the Singing Cowboy without a tongue?
It's sponsored by thetruth.com. About the ad, they say "There are over 8.5 million Americans living with tobacco-related illnesses. With this in mind we saddled up a horse, found a cowboy with a hole in his neck as a result of smoking, and asked him to sing a little ditty." The song is called "you don't always die from tobacco" (and I still hear the chorus in my head).
Its relevance to the CogSciLibrarian? It's one of the CLEAREST mass market messages I've ever seen.
We need to make library messages that clear (tho' fortunately ours aren't so dire).
Check out the site -- click on the TV link to see the Singing Cowboy ad.