Designing an effective counteradvertising campaign--California

Cancer. 1998 Dec 15;83(12 Suppl Robert):2736-41. doi: 10.1002/(sici)1097-0142(19981215)83:12a+<2736::aid-cncr15>;2-2.


In this report, the author shares some of the basic lessons learned in conducting a tobacco education and prevention media campaign for the state of California over the past 9 years. She highlights the three most fundamental lessons: 1) the qualities to look for in an advertising/public relations agency, 2) the importance of integrating a media campaign with other tobacco control activities, and 3) the most successful advertising strategies.

MeSH terms

  • Advertising*
  • California
  • Education
  • Humans
  • Mass Media
  • Public Health
  • Public Relations
  • Smoking Prevention*
  • Tobacco Industry*