Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and promotions and to communicate the true health and social costs of tobacco use. To resonate with young people, counter-marketing campaigns should highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the relevant dangers of tobacco in a personal, emotional way; offer youth empowerment and control; use multiple voices, strategies, and executions; offer constructive alternatives to tobacco use; and portray smoking as unacceptable and undesirable for everyone, not just for youth. Counter-marketing activities should work in concert with other interventions in a comprehensive approach to alter social norms regarding tobacco.
During this session, presenters will review some basic principles of counter-marketing, including strategic themes for counter-marketing to young people; recommendations for a counter-marketing media plan; and recommendations for research and evaluation activities.
Learning Objectives: At the conclusion of the session, participants should be able to: 1. define counter-marketing and counter-advertising; 2. list five strategic themes for counter-advertising to young people; 3. list four recommendations for a counter-advertising media plan; and 4. list three recommendations for research and evaluation activities
Keywords: Smoking, Tobacco Control
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Centers for Disease Control and Prevention, Office on Smoking and Health
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: employment