Designing an effective counteradvertising campaign--Arizona

Cancer. 1998 Dec 15;83(12 Suppl Robert):2746-51. doi: 10.1002/(sici)1097-0142(19981215)83:12a+<2746::aid-cncr17>;2-w.


In this report, the authors describe an innovative antitobacco advertising campaign in Arizona that was aimed at youth. The campaign utilizes traditional as well as non-traditional methods of research to determine the attitudes, behavior and values of today's adolescents. These creative methodologies led to rigorously tested and well-received media strategies.

MeSH terms

  • Adolescent
  • Adolescent Behavior*
  • Advertising*
  • Arizona
  • Health Knowledge, Attitudes, Practice
  • Humans
  • Mass Media
  • Public Relations
  • Smoking Prevention*
  • Tobacco Industry*