I don't think it's been empirically demonstrated that shame-based public information campaigns contributed to the drop in smoking as much as tax increases, bans in restaurants and other semi-public spaces, and changing preferences (eg, adoption of ecigs and marijuana products). At least for personal health risks like drug addiction or obesity, pretty big mounds of evidence do exist that shame is mostly ineffective for changing behavior. Here's one analysis for example:
https://www.sciencedirect.com/science/article/pii/S027273581...