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

J Public Health Manag Pract. 2000 May;6(3):7-13. doi: 10.1097/00124784-200006030-00004.


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.

Publication types

  • Review

MeSH terms

  • Adolescent
  • Adolescent Behavior
  • Advertising*
  • Attitude to Health*
  • Child
  • Health Education / methods*
  • Health Knowledge, Attitudes, Practice
  • Humans
  • Life Style
  • Marketing of Health Services / methods*
  • Planning Techniques
  • Power, Psychological
  • Psychology, Adolescent
  • Smoking Prevention*
  • Tobacco Industry*