The 13th World Conference on Tobacco OR Health

Objective: To implement marketing best practices and techniques, on a highly targeted and local level, to counter-act the effects of the tobacco industry's advertising and promotion of their products. Since 1997 the Partnership For A Tobacco-Free Maine (PTM) has been aggressively implementing counter marketing campaigns to work in concert with other anti-tobacco efforts.

Methods: Through the years, PTM employed a number of highly effective techniques in both urban and rural demographic segments, including teens, youth, parents and committed, long-term smokers. Research of the targeted demographics was utilized for every campaign and key messages were developed and communicated in channels designed for specific audience subpopulations. These channels included mass media, social marketing, grassroots and community communications. Through almost a decade of dedicated practice in the field and a commitment to integration with other anti-smoking efforts, a number of techniques were proven to be more effective than others.

Results: Maine has taken a very aggressive stance on all fronts, including smoke-free workplaces and retail enforcement. While no one component in isolation achieved these results, counter marketing techniques have played an integral role in reducing Maine's smoking rates to an all-time low. Its high school smoking rates have dropped 59% and its middle school smoking rates have dropped 64% since 1997. More parents are now talking to their children about smoking (87% of teens and 91% of middle schoolers). And calls to the State's cessation helpline are among the highest in the nation.