The 13th World Conference on Tobacco OR Health

Objective: Whether utilizing paid and or earned media, tobacco counter-marketing campaigns are sometimes the most visible component of a tobacco control program. The facilitators will describe the steps and components of designing and implementing a tobacco counter-marketing campaign that can be replicated in countries and states based on the stage of the tobacco epidemic and internal and external communication system.

Methods: In an effort to communicate risk effectively and to reduce the burden of tobacco use on people through population-based tobacco counter-marketing approaches, this workshop aims to facilitate the sharing of best practices and replicable approaches. Best practices will be shared through discussion of successful tobacco counter-marketing campaigns and application of Centers for Disease and Control and Prevention (CDC) Designing and Implementing an Effective Tobacco Counter-Marketing Campaign manual. The manual provides information about planning, managing, implementing, and evaluating programs, as well as highlighting gaining and using target audience insights, reaching specific populations, paid advertising, public relations, media advocacy, and grassroots marketing. Participants will gain hands on experience using the counter-marketing planning worksheet, Tobacco Control Country Profiles, and interaction with the facilitators and group.

Results: Participants will gain experience by developing a tobacco counter-marketing plan based on the country's or state's profile. Participants will be provided resource materials that include: CDC Designing and Implementing an Effective Tobacco Counter-Marketing Campaign manual, state or country tobacco control profile, and copies of peer-reviewed literature on effective tobacco counter-marketing campaigns, as well as identify contacts for technical assistance.