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J Public Health Manag Pract. 2000 May;6(3):7-13.

Strategies for an effective youth counter-marketing program: recommendations from commercial marketing experts.

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Health Communications Branch, Centers for Disease Control and Prevention, Atlanta, Georgia 30341-3724, USA.


Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and to communicate the true health and social costs of tobacco use. Counter-marketing campaigns should: highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the 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. Counter-marketing activities should work in concert with other interventions to alter social norms regarding tobacco.

[Indexed for MEDLINE]

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