According to the survey from the state Department of Health Services, smoking among California teens declined by more than one-third since the campaign has been in place. The survey found that 6.9 percent of California youths ages 12 to 17 smoked in 1999, a decline from 10.7 percent in 1998.

Furthermore, smoking among California adults declined in the past year from 18.4 percent to 18 percent.

On the other hand, the survey found that smoking among young adults ages 18 to 24 increased slightly. This age group, which grew up with Joe Camel cartoons, is currently the focus of tobacco industry marketing, state officials said.

In addition to the anti-smoking campaign, other state efforts that contributed to the decline in smoking were voter approval of Proposition 99, which added a 25-cent-per-pack tax on cigarettes; a state law prohibiting smoking in most public settings; and litigation that is damaging cigarettes' image.

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