This article co-authored by NYC's then Health Commissioner and Mayor Bloomberg (which I believe is a free download) provides the evidence of the various interventions along with footnotes.

http://www.thelancet.com/article/S0140-6736(07)60782-X/abstr...

> I've heard time and time again that scary ads don't seem to do a damn thing

Whenever the TV ads are run, a number of people call to quit. Dr. Frieden has given sworn testimony how cost effective the TV ads are.