The 13th World Conference on Tobacco OR Health

Objective: The purpose of this presentation is to provide the audience with a broad understanding of how the tobacco industry used/uses the media and how that knowledge can be used in a comprehensive counter-marketing and public awareness effort. Incorporating this information into youth-based initiatives will be emphasized.

Methods: Attendees will gain an understanding of the evolution of the tobacco industry's marketing strategy over the last century in response to changing public opinion and medical knowledge. The discussion will be aided by actual multi-media examples of advertising illustrating the various stages of tobacco marketing over the last 100 years, from baseball cards in the early 1900s to 1950's TV ads to current media. We will demonstrate how our program has taken this information and applied it in various counter-marketing initiatives, including: skits, music, video, classroom presentations and radio ads. The workshop will include interactive opportunities for workshop attendees to apply these materials in sample counter-marketing activities.

Results: We hope to provide a better understanding of past tobacco marketing practices and inspire attendees to use this information in their counter-marketing efforts – particularly youth oriented initiatives. Attendees will learn how to take this knowledge and apply it in a comprehensive anti-tobacco counter-marketing and public awareness campaign. Attendees will receive access to original lesson plans, scripts, and other materials to assist in replication of counter-marketing efforts in their own communities.