Context is the royal court? The palace?

Sorry, couldn't find a way to pay off that metaphor. 

But when it comes to public awareness and education, it's important to consider all aspects of the communications effort, as the research summarised below suggests. 

US researchers found that hyper-gross anti-smoking content may actually work opposite as intended in retail settings with some at-risk kids. 

Some may find it too over-the-top and discount its credibility.  Some avert their gaze to other points in the shop - points where there are signs promoting cigarette deals or other more positive messages. And some may, I suspect, find their risk-testing instincts titillated by the graphic imagery. 

In any case, it's a good reminder that the content of a message is important, but so is the context in which it's encountered. 

More research like this, please.