TOBACCO WHERE YOU LIVE: 

Mapping Techniques
ACKNOWLEDGEMENTS

This brief was produced for the Centers for Disease Control and Prevention by 

the Center for Public Health Systems Science at the Brown School at Washington 

University in St. Louis. 

Primary contributors:

Stephanie Andersen, Laura Brossart, Rebecca Ballard, Amy Endrizal, Rachel Hackett, Zara Petković, 

Douglas Luke

Input was provided by:

Nicole Aune, Caren Bacon, Todd Combs, Elizabeth Courtney-Long, James Cucinelli, Kathy Gallagher, 

Courtney Heck, Sally Herndon, Rick Hull, Maria Julian, Dierdre Kittner, Jim Martin, Mollie Mayfield, 

Kari McFarlan, Jennifer Park, Lisa Richidt, Andrew Romero, Karla S. Sneegas, Jennifer Ullman, Brenna 

VanFrank, Mandi Zanto

Other contributions:

Photos on page 4 and 17 courtesy of National Cancer Institute

Photo on page 10 courtesy of ASPiRE Center 

Photo on page 13 courtesy of Multnomah County

Photo on page 19 courtesy of Montana Tobacco Use Prevention Program

Photo on page 20 courtesy of North Carolina Department of Health and Human Services

Suggested citation:

Centers for Disease Control and Prevention. Tobacco Where You Live: Mapping Techniques. Atlanta, GA: 

U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National 

Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, 2022.
TABLE OF CONTENTS

OVERVIEW........................................................................... 1

Read about the Tobacco Where You Live series, what you'll find in this brief, and 

how it fits in with the Best Practices User Guides. 

MAKE THE CASE .................................................................... 2

Understand why mapping is important and how maps can help you achieve 

commercial tobacco control goals. 

LEARN THE BASICS ................................................................ 3

Learn about the history of public health mapping, key terms, and what kinds of 

information are shown on commercial tobacco control maps.

GET READY .......................................................................... 6

Prepare to begin a mapping project by securing necessary technology, leadership 

support, and training for your staff to be successful in mapping.

TAKE ACTION ....................................................................... 9

Create an effective commercial tobacco control map in six easy steps: decide 

what to map, get data, choose software, design the map, test the map, and share 

the map. 

EXPLORE COMMUNITY EXAMPLES ........................................... 19

Read about how Montana and North Carolina used maps to further their 

commercial tobacco control goals.

REFERENCES ...................................................................... 21
Tobacco Where You Live I MAPPING TECHNIQUES 1

OVERVIEW

Tobacco Where You Live

Clear evidence exists about what works to reduce commercial tobacco use at 

the population level.1 Yet, many states and communities across the country have 

not implemented effective strategies.2,3,4 Groups disproportionately impacted 

by tobacco industry targeting and social determinants of health continue to 

experience high rates of tobacco-related disease and death.5 Understanding 

community needs and using community-driven solutions can inform how to 

move toward closing these gaps in commercial tobacco prevention and control.

The goal of Tobacco Where You Live is to empower tobacco control program 

managers, staff, and partners to understand how commercial tobacco use varies 

within their communities, overcome challenges, and reduce disparities. Each 

Tobacco Where You Live brief will cover a topic important to reduce commercial 

tobacco use in communities with the highest prevalence.

When this guide references commercial tobacco or tobacco products, it refers 

to products that are mass-produced and sold for profit. This is separate from the 

sacred and traditional use of tobacco by some American Indian communities.

In this Resource

Mapping Techniques focuses on how to create, share, and use commercial 

tobacco prevention and control maps. Mapping allows programs to focus their 

efforts where they can have the greatest impact. Maps can help you: 

 Understand community trends and show disparities

 Find gaps in program and policy implementation

 Educate decision makers and the public 

 Model potential strategies

 Evaluate interventions

About the Project

Tobacco Where You Live is a Best Practices User Guide resource. The Center for 

Public Health Systems Science at Washington University in St. Louis is developing 

a set of resources to translate research into practical guidance for states and 

communities. These resources expand on the evidence-based guidelines and 

funding recommendations in Centers for Disease Control and Prevention’s (CDC) 

Best Practices for Comprehensive Tobacco Control Programs—2014 (Best 

Practices 2014).6

The Best Practices User Guides project is funded 

by CDC contract 75D30120C09195. Its contents 

are solely the responsibility of the authors and 

do not necessarily represent the official views of 

CDC. References to non-CDC sites and the use 

of advertisements and images do not constitute 

or imply endorsement of these organizations or 

their programs by CDC or the U.S. Department 

of Health and Human Services. CDC is not 

responsible for the content of pages found at 

external sites. URL addresses listed were current 

as of the date of publication.
Tobacco Where You Live I MAPPING TECHNIQUES 2

MAKE THE CASE

Maps show where people live, work, and play

at a point in time. In tobacco control, maps show 

patterns in commercial tobacco use and access 

to tobacco products, where interventions have 

been implemented, or how patterns have 

changed over time. Maps can support many 

stages of your work, from early planning 

through sharing results. 

Maps can help you: 

 Understand commercial tobacco use in 

your community

Maps can show patterns of commercial 

tobacco use and access in and between 

communities. By showing patterns and 

relationships, you can see areas with 

commercial tobacco control successes and 

those most affected by tobacco-related differences and disparities. Maps can 

also show how conditions have changed over time. 

 Identify tobacco-related disparities 

By mapping nearby areas, we are able to see how our communities differ 

from those around us. Mapping commercial tobacco use and access, as well 

as community characteristics, can reveal health disparities. Mapping provides 

data to better understand barriers that have challenged past efforts in 

communities with high commercial tobacco use prevalence.

 Increase public understanding

Sharing maps with community members gives them new information, helps 

them understand complex data, and gets them excited about your work.7

Maps use symbols, colors, and legends, which can be easier to understand 

than numbers. 

 Visualize possible approaches

Maps can help visualize the effect of smokefree laws, tobacco retail policies, 

and other commercial tobacco control strategies. You can make estimates or 

predictions about one area by mapping existing data from another.8 This can 

help you plan where to implement strategies and give you a better idea of 

what to expect. 

 Show effectiveness

Maps can help you show how your program’s work is making a difference. 

Mapping your strategies can also show other organizations what you are 

doing, so they can invest their resources where they are most needed and 

avoid duplicating work.9

Maps show patterns 

in commercial 

tobacco use, where 

interventions have 

been implemented, 

or how commercial 

tobacco use has 

changed over time.
Tobacco Where You Live I MAPPING TECHNIQUES 3

LEARN THE BASICS

Maps in 

Public Health

John Snow created the first known 

public health map to show London’s 

1854 cholera epidemic.10 By mapping 

sick households, Snow identified a 

specific water pump as the source of 

the illness. 

Snow’s innovation showed that maps 

can help track infectious diseases, a 

practice public health programs still 

use. Maps are now also commonly used 

to plan and implement chronic disease 

programs, including commercial tobacco 

control strategies. 

Maps were created by hand until the 

introduction of the first Geographic 

Information Systems (GIS) in the late 1960s. This new technology required cabinetsized mainframe computers, which were not available to the public.11

Now, software and tools exist to make creating maps easier.12,13 Online trainings

and university courses are widely available to train public health professionals on 

using maps, and many states and cities have dedicated Geographic Information 

Systems (GIS) departments.14,15

Through the widespread popularity of the Internet, maps have evolved from static 

images to interactive tools. In 1999, the National Cancer Institute published an 

online version of its Cancer Atlas, one of the first interactive public health 

maps.16,17 Online mapping tools have also added new features such as companion 

data reports for a community or comparing two communities to each other.18

John Snow’s map of the 1854 cholera epidemic. Source: Wikipedia
Tobacco Where You Live I MAPPING TECHNIQUES 4

What Is a Map?

In their simplest form, maps tell audiences where things are. Some maps display 

boundaries, such as zip codes, along with physical features, such as bodies of 

water. Others show geographic distribution of demographics or health behaviors, 

such as commercial tobacco use prevalence across a state.19

Many maps are made using Geographic Information Systems (GIS), a computerbased tool that links data to areas on a map, such as city or zip code boundaries.19

Layers of other data are added to a base map. For example, a traditional map may 

display the location of tobacco retailers in a city. A GIS map may then add a layer 

showing the cigarette smoking prevalence or data about population groups. 

Maps can be static (fixed printed images) or interactive, with features that users 

can control. See an example of an interactive map on page 17.

WHAT MAPS SHOW

Maps show us what is happening in our communities, now and over time. What 

you may see on maps: 

 Trends

Changes over time, such as decreasing smoking prevalence or an increase in 

smokefree laws

 Patterns

Repeating conditions and how one area compares to another, such the 

number of schools and tobacco retailers in different neighborhoods 

 Relationships

The association between sociodemographic characteristics within 

communities and rates of health conditions (like lung cancer)

KEY RESOURCE

GIS Dictionary (Esri)

An online dictionary of mapping and 

GIS-related terms 

E N G AG I N G R E A D E R S W I T H 

STORY MAPS®

Story Maps® allow users to scroll and click through a presentation of multiple 

maps alongside text and pictures. Story Maps® are created with Esri’s Story 

Map® software.20 While they can take extra time and resources to produce, 

well-crafted Story Maps® can be persuasive communication tools.21

National Cancer Institute uses its Story Map®, Tobacco Use and Lung Cancer, 

to show rates and explain relationships between commercial tobacco use 

and lung cancer.22 Smoke-Free Philly created its Story Map®, By Deadly 

Design: The Tobacco Industry in Your Neighborhood, to show where 

commercial tobacco products are most often sold and marketed throughout 

Philadelphia.23

Lung cancer mortality Story Map®. Source: National Cancer Institute

LEARN THE BASICS 

Maps show us what 

is happening in our 

communities, through 

trends, patterns, and 

relationships.
Tobacco Where You Live I MAPPING TECHNIQUES 5

What to Map

Maps can show many kinds of commercial tobacco control information. 

Demographics and community characteristics can be important to show 

variations in commercial tobacco use. Mapping smokefree air regulations, tobacco 

retailers, commercial tobacco cessation services, and other activities can help your 

program plan and implement the recommendations in the Best Practices—2014.

6

MAPPING TO SUPPORT COMMERCIAL TOBACCO CONTROL STRATEGIES

Strategy What to Map Example

Commercial 

Tobacco Use and 

Disease

• Current use of tobacco products

• Secondhand smoke exposure

• Rates of lung cancer and other tobaccorelated disease

• Deaths attributed to tobacco use

Colorado created an interactive map 

where users can view current and ever use 

of commercial tobacco products24

Smokefree Air 

Laws

• Adoption of state, county, city, or site-specific 

smokefree air laws

• Whether laws are comprehensive 

• Historical patterns of policy adoption

• Percent of population protected from 

secondhand smoke exposure

Oregon partnered with an external 

evaluator to create maps of smokefree 

ordinances and exemptions in counties 

across the state25

Tobacco Retail 

Environment

• Tobacco retailer locations

• Density of tobacco retailers in an area

• Proximity to places youth visit

• Presence of tobacco marketing tactics

• Whether laws are comprehensive

• Policy adoption and compliance

Massachusetts mapped retailer density 

data on the community, county, and state 

level26

Commercial 

Tobacco 

Cessation 

Interventions

• Insurance coverage

• Available cessation services 

• Advice to quit by healthcare providers

• Quitline referral sources 

• Quitline use and quit attempts

Missouri showed quitline call rates per 

county compared to the number of 

people who smoke and the number of 

referral sources27

Surveillance and 

Evaluation

• Disparities in commercial tobacco use

• Areas with and without strategies

• Location and reach of program activities and 

cessation services

• Changes in commercial tobacco-related 

attitudes, behaviors, and health outcomes

California created smoking prevalence 

maps to show how smoking varies both 

across the state and within individual 

counties, disproportionately impacting 

rural areas28

Infrastructure, 

Administration, 

and Management 

• Program resources 

• Partners

• Other commercial tobacco control funding 

• Progress and successes in engaging partners

Indiana included a map in its strategic 

plan to show counties with communitybased programs29

Reducing 

Tobacco-Related 

Disparities

• Variation in key sociodemographic, 

environmental, or other risk factors (social 

determinants of health)

• Disparities in commercial tobacco use

North Carolina created interactive 

maps showing the differences in social 

determinants of health and availability of 

resources throughout regions in the state30

LEARN THE BASICS 
Tobacco Where You Live I MAPPING TECHNIQUES 6

GET READY

Taking the time to prepare for a mapping project can help make the most of your 

program’s resources. Begin by working with your partners to think through the 

purpose of your map and what you want it to look like. This can guide the rest of 

your decisions. Review existing maps to see if something already exists that you 

can use or adapt for your needs. Before making your own maps, assess your existing 

technical infrastructure, staff skills, and leadership support. 

Explore Existing Maps

National organizations and federal agencies have created many excellent 

commercial tobacco control maps that may be useful for your project. Reviewing 

these maps can help you brainstorm what to display on your own maps. Other 

maps not directly related to commercial tobacco control can also be useful. For 

example, Justice Map shows race and income distribution across US cities.31

FREE ONLINE COMMERCIAL TOBACCO CONTROL MAPS

Map (Publisher) Information

Geographic 

Level Features

Interactive State Tobacco 

Policy Map (Tobacco 

Control Network)

Taxes, smokefree 

and retail laws, and 

preemption

State • Hover feature for quick overview of commercial tobacco 

control laws

• Check boxes to show which states have enacted specific laws 

PLACES (CDC) Adult smoking 

prevalence

County, place, 

census tract, 

zip code

• Interactive comparison of places to highlight prevention 

measures and health outcomes

• Downloadable datasets 

Smokefree Lists and 

Maps (American 

Nonsmokers’ Rights 

Foundation)

Clean air laws, flavored 

tobacco restrictions, 

and e-cigarette and 

marijuana regulations

State, local • Static maps with corresponding lists and charts on 

smokefree regulations

• Downloadable database of college commercial tobacco-free 

policies

State Tobacco Activities 

Tracking and Evaluation 

(STATE) System (CDC)

Smoking prevalence, 

commercial tobacco 

control funding, 

quitline use

State • Accompanying tables of corresponding data 

• Interactive legend to sort states by data category

• Built-in tool to save images for your own presentations

Tobacco Policy Viewer

(National Cancer Institute)

Smokefree laws 

for workplaces, 

restaurants, and bars

State, county, 

city

• Animation tool to show changes in laws over time

• Panning and zooming to focus on specific areas of the U.S. 

with option to view multiple layers of data

• Downloadable state- and county-level data

Tobacco Swamps 

Dashboard (ASPiRE)

Disparities in 

concentrations of 

tobacco retailers

30 large U.S. 

cities

• Heat map color coded to show distances to tobacco retailers 

• Geographic Information System (GIS) modeling the likely 

effect of tobacco retail policies in different cities
Tobacco Where You Live I MAPPING TECHNIQUES 7

Set Up Infrastructure

Computer hardware, software, and data are the ingredients for making maps. 

Hardware includes computers, hard drives, external storage space, and printers. 

Before you start a map project, assess whether your hardware has enough memory 

and storage space to run mapping software and store large amounts of data.32

Software is the computer program used to make your map and can be either an 

online tool or a desktop download. Some software and tools are free and available 

to the public, called open-source. Others may have a one-time fee or subscription. 

Choose the one that best fits your needs and has security features to protect 

against data loss if the system crashes.33

Data are the information used to make your map. Learn about finding data on 

page 12.

Lower-cost options are available for programs with limited resources, including:

 Free online tools, such as Google Maps and QGIS34

 Free training courses, such as CDC Train and online QGIS tutorials35,36

 Support from Geographic Information Systems (GIS) specialists at public 

libraries37

 Internships with students in college GIS courses32

For example, University of North Carolina students helped to develop a map of the 

state’s commercial tobacco cessation services. They also created a how-to manual 

so program staff could update the map as needed.

Before beginning to make your map, think about how you are going to share 

it. Will you need a website? Will your map be static or interactive? Or do you 

already have the channels you need? Sharing “open data” with the public creates 

opportunities for communities to use and apply your data in many situations.38

Learn more about sharing your map on page 18. 

Build Leadership Support

Helping leaders understand the benefits of mapping 

is important to secure staff time and resources.9 Staff 

with mapping experience can be especially effective 

champions. They can explain the advantages of 

different maps and create sample maps to build buy-in 

for larger projects.9

Train Staff 

Your program may already have a GIS department, 

specialist, or partnership that can offer mapping 

knowledge and support. For example, the Cincinnati 

Area Geographic Information System (CAGIS) division 

B U D G E T I N G 

FOR MAPPING

Although mapping may incur some 

start-up costs, maps are a smart 

investment. Maps reveal priority areas 

to help use resources efficiently.33

The following questions can help you 

develop a mapping budget: 

• Who will work on the project? 

What training will they need, and 

how much will it cost?

• How long will it take to complete 

the project?

• Will you need help from 

contractors or partners?

• Where will data come from? Does 

it cost to use the data?

• Will new data need to be 

collected?

• What mapping tools and software 

will you need?

• Are existing computers capable of 

running mapping software? 

GET READY
Tobacco Where You Live I MAPPING TECHNIQUES 8

helps city and county agencies integrate data and technology to create maps.39

Online user groups are also good places to share knowledge and connect with 

others doing similar work. 

No matter who creates your maps, developing GIS experience among your 

own staff is vital to keep maps up to date.9,40 Having skilled staff on your team 

is especially important if other departments have limited time and resources to 

support your mapping project.9

Creating maps typically requires more staff time and skill than making simple 

graphs or tables.9 Staff may need training in:

 Finding and working with datasets 

 Collecting new data to use in maps

 Using mapping software 

 Designing effective maps that do not unintentionally mask disparities

 Program evaluation and quality improvement to take action based on what 

the maps reveal, including distinguishing differences from disparities

Depending on your staff's skill level, a user’s manual may be adequate to use the 

basic features of many tools. Tutorials, help from experienced users, or training 

courses are often needed to use more complex desktop-based software.32 Free and 

low-cost online GIS training is available for both beginners and advanced users.

Plan effective training by following these training best practices:

 Include data analysts and epidemiologists on your mapping team13

 Choose training topics and formats that meet your staff's needs41

 Have someone with GIS experience demonstrate the basics32

 Create opportunities to develop and practice new mapping skills9

 Connect staff to peer groups so they can connect with other GIS users42

KEY RESOURCES

Building GIS Capacity for Chronic 

Disease Surveillance (CDC)

A training program health 

departments can participate in to 

learn about GIS and enhance skills

Chronic Disease GIS Exchange (CDC)

An online forum for public health 

professionals to share GIS tips

Esri Academy (Esri)

Fee-based and free training on a 

range of GIS topics, including data 

management, making maps, and 

visualization

GIS Learning (GIS Lounge)

GIS learning resources, including 

free courses, online tutorials, and 

downloadable manuals

GIS Training (CDC and Children's 

Environmental Health Initiative)

Free web-based mapping tutorials, 

ranging from introductory to 

advanced

GIS User Groups (GIS Lounge)

GIS user groups listed by state

QGIS Training Manual (QGIS Project)

Continuously updated training 

manual for QGIS open-source 

software, including lessons, exercises, 

and answer keys

GET READY

Staff in other 

departments may 

have experience with 

mapping and be able 

to offer technical help.
Tobacco Where You Live I MAPPING TECHNIQUES 9

TAKE ACTION

These six steps can help you design user-friendly and impactful commercial 

tobacco control maps:

1. DECIDE WHAT TO MAP – Explore commercial tobacco-related issues and 

prevention resources in your community and identify your audience. 

2. GET DATA – Find existing data for your map or collect data about your 

community. 

3. CHOOSE SOFTWARE – Pick the right software to make your map based on 

your purpose for the map and available resources. 

4. DESIGN YOUR MAP – Choose a map design and add design elements to 

create a clear and understandable map. 

5. TEST YOUR MAP – Ask a sample of your audience to review the map and make 

helpful improvements based on their feedback.

6. USE YOUR MAP – Use your map to make decisions and communicate with 

your audience. 

Step 1 Decide What to Map

To start a mapping project, you and your partners will first decide what you want 

to show, where, and to whom. These choices will guide the rest of your map 

development, from choosing data to designing the look and feel. 

CHOOSE A MAP PURPOSE

Work with your partners to determine their priorities and questions, what data 

could answer those questions, and whether mapping the data could reveal new 

insights.43,44 Your partners may want to know:32

 What is the state of commercial tobacco control in my community? 

 What areas have comprehensive model strategies? Where have only partial 

strategies been implemented?

 Where are commercial tobacco control strategies most critical?

 What changes have occurred in commercial tobacco control strategies, 

commercial tobacco use, or health outcomes?

 What changes in other characteristics have occurred in my community? 

 What has happened when commercial tobacco control strategies have been 

implemented at the local, state, or national level?

 What could happen if we implemented commercial tobacco control strategies?

Whether your map is for program staff or external partners, involve them at all 

steps, including in deciding what to map and creating the map. Learn more about 

partners through interviews, surveys, or focus groups.45

First, decide what you 

want to show, where, 

and to whom.

Involve members

of your intended 

audience in the 

mapping process.
Tobacco Where You Live I MAPPING TECHNIQUES 10

DEFINE YOUR AUDIENCE

Identifying your audience means deciding who you think would most benefit

from your map. 

Maps can be shared with many audiences:

 Public health professionals

 Decision makers

 Partners

 Researchers

 Community members

P R E D I C T I N G O U TCO M E S 

W I T H M A P M O D E L S 

Maps can show us more than how things are. They can also show us how things 

could be. Modeling uses existing data to estimate an unknown outcome 

by simulating real-world conditions.45 For example, researchers modeled 

the potential effects of different outdoor commercial tobacco advertising 

restrictions in St. Louis and New York City.47

Modeling can even be used to predict the behavior of individuals. Agentbased modeling (ABM) examines the way people (agents) interact with their 

environment. This kind of modeling requires advanced technical skill, but ABM 

tools are available that allow programs to explore possible policy scenarios. 

For example, the ASPiRE Center’s Tobacco Town project is creating models for 

select cities across the U.S.48 Practitioners in these cities will be able to explore 

the impact of different retail policies on commercial tobacco use in their 

communities.

TAKE ACTION

Modeling uses 

existing data to 

estimate an unknown 

outcome by 

simulating real-world 

conditions.

Tobacco Swamps interactive dashboard. Source: ASPiRE Center’s Tobacco Town project, funded 

by the National Cancer Institute
Tobacco Where You Live I MAPPING TECHNIQUES 11

Thinking through how to make your map easy to use and accessible for your 

audience will help you decide what to map and how to map it. Consider the 

following questions about your audience:

 What does the audience already know about the data and area you plan to map?

 What are the audience's goals and interests? 

 How can the map help support these goals? 

 What format would be most useful for the audience (PDF, web, mobile)? 

 Would an accompanying downloadable dataset be helpful?

 Does the audience need any special accommodations to help make sense of 

complex information (such as pictures, large print text, or high contrast colors)?

SELECT THE AREA AND SCALE

You may decide to map a larger area, such as the U.S., or a smaller area, such as 

a community or neighborhood. The data available for your map may determine 

what scale you use. 

Mapping a larger area can help show how your community compares to others 

on key commercial tobacco control indicators. A map showing a larger area 

such as an entire country or continent will show less detail.32 Since large-scale 

maps show less detail, they can hide important information, like tobacco-related 

disparities and related characteristics.49

Mapping a smaller area, such as a neighborhood, can help show the local landscape. 

The map can appear zoomed in and show greater detail.7 Including more detail helps 

show disparities within your community and inform where to focus strategies.33

Screenshot of interactive map of county-level smoking prevalence. Source: CDC Places

KEY RESOURCES

Best Practices User Guide: Health 

Communications in Tobacco 

Prevention and Control (CDC)

How to develop effective health 

communications, including 

researching the audience

Geographic Information Systems: 

Tools for Community Mapping 

(Community Tool Box)

GIS basics and mapping guidance, 

such as how to decide your map 

purpose and audience

TAKE ACTION

Different scales 

highlight different 

relationships on your 

maps.
Tobacco Where You Live I MAPPING TECHNIQUES 12

Step 2 Find Data

Maps use two types of data. Geospatial data define the physical features and 

political boundaries of an area. These data come in three geometries: point, line, 

and polygon. All three are important for making maps:50

 Point data refers to single points on a map, such as addresses. 

 Line data are often used for streets or other lines on a map, such as sewer lines. 

 Polygon data represent geographical boundaries, such as zip codes or 

political districts. 

Social, economic, and other population data are often referred to as attribute 

data. For example, this includes smoking prevalence, types of policies, and 

tobacco retailer locations. These data are added as layers on the base map. They 

are most helpful when already broken down by a geographic level like city, 

county, or ZIP code. 

DOWNLOAD DATA 

Geospatial data can be downloaded as shapefiles and used to create the base 

map.51 Census tracts and block groups are common shapefiles from The US 

Census Bureau, Homeland Infrastructure Foundation Level Data, and the 

National Historical Geographic Information System.

52,53 Attribute data can be 

found either as tables or shapefiles. 

Adapted from Zhang and Huang, 201354

Where to Find Mapping Data

Cessation

 CDC’s STATE System

 NIH’s Tobacco 

Use Supplement 

to the Current 

Population Survey

Demographics and 

Determinants of Health

 US Census Bureau

 Local health 

departments

 CDC/ATSDR’s Social 

Vulnerability Index

Funding 

 ALA’s State Legislated 

Actions on Tobacco 

Issues (SLATI)

Policies and Enforcement

 FDA Compliance 

Check Data

 Temple’s LawAtlas

Prevalence

 CDC’s Behavioral Risk 

Factors Data Portal

 America’s Health 

Rankings

 NCI’s Tobacco 

Use Supplement 

to the Current 

Population Survey

 CDC’s STATE System

 CDC’s National Youth 

Tobacco Survey

Smokefree Policies

 NCI’s Tobacco 

Policy Viewer

 CDC’s STATE System

 ANR Foundation’s 

Smokefree Lists and Maps

 ALA’s State Legislated 

Actions on Tobacco 

Issues (SLATI)

Tobacco Retailers

 CDC’s STATE System

 Reference USA

 Local retailer lists

TAKE ACTION

$
Tobacco Where You Live I MAPPING TECHNIQUES 13

Data not available as shapefiles will need to be linked to a geographic coordinate 

system. This can be done by “joining” the data as an attribute table to an existing 

shapefile.55 Another way is through geo-referencing, or geo-coding, which uses 

street addresses to get coordinates.56 Online tools can help you do this, such as 

Texas A&M’s Geocoding Services.

57

Good data sources for mapping have consistent data for the geographic level 

and time frame you are interested in.58 Public data sources can include local 

health departments, healthcare systems, and governments. Consult your state or 

city GIS department for available data sources. For example, Missouri’s Spatial 

Data Information Service gives open access to geospatial data on a variety of 

topics.59 Universities often provide geospatial data. For example, the University of 

Wisconsin created GeoData@Wisconsin, an online portal with state data, imagery, 

and maps.60

If you cannot find exactly what you need, try looking for the data on a different 

geographic level. For example, if you can’t find zip code data, try using census 

tract data. Or decide if using a different year would still result in relevant data.

KNOW THE LIMITATIONS OF YOUR DATA 

When data is limited for an area, omitting data from that area can avoid large 

statistical errors that may mislead users.61 If you are missing a lot of data, you 

may want to aggregate data across larger areas, like state-level instead of 

county-level, or combine data from several years. These changes can help make 

up for omitted data, but the map may not show important local-level differences 

or recent changes. 

COLLECT YOUR OWN DATA

Some data may not be available for your community, like information about 

local tobacco retailers, health systems, or public opinion. Surveys and store 

observations are two common ways to collect these data. As you plan your data 

collection efforts, think about:

 Whether staff or volunteers will collect the data

 What training they will need

 What safety measures will be important as they go out into the community

If you plan to use tobacco retail data, maintaining an updated list of addresses for 

tobacco and e-cigarette retailers makes it easier to create maps.62

Inga Suneson, an AmeriCorps VISTA service 

member with Multnomah County Health 

Department collects data for a tobacco retail 

assessment. Source: Multnomah County Health 

Department, Oregon

KEY RESOURCES

Collecting and Analyzing Data 

(Community Tool Box)

Guidance on collecting your own data

Geospatial Data Resources (CDC)

Common GIS data sources for 

health mapping

Geocodio

Online tool to geocode street 

addresses to coordinates from a 

spreadsheet

STARS, vSTARS, fSTARS (Counter 

Tobacco)

Store assessment tools to collect 

information about tobacco retailers, 

vape shops, and retailers who sell 

flavored tobacco

Resources to Format Data for 

Mapping:

• File Formats for GIS (University 

of Delaware)

• Formatting a table in Excel for 

ArcGIS® (ArcGIS)

TAKE ACTION
Tobacco Where You Live I MAPPING TECHNIQUES 14

Step 3 Choose Software

Many software tools are available to make maps. Some create simple maps, 

while others can make complex maps with many layers of data. Some only allow 

maps to be printed or copied as an image; others can embed maps into websites. 

Software may be available free online or have a fee to download and use. Your GIS 

department may have a preferred software. 

Some coding languages work with software to create maps. For example, Python 

makes maps through Plotly, and R makes maps through Leaflet. If your program

staff has coding knowledge, they may be able to use these tools to make maps. 

Others, like those listed in the table below, need no knowledge of coding. 

You may be able to find an online tool specifically designed to create the map 

you need. For example, Florida used Counter Tool’s Store Mapper to map retailers 

throughout the state.63 Important considerations when choosing software are 

cost, how you will use your map, and the skill level needed to use the software.

 MAPPING SOFTWARE

Name (Creator) Cost Skill Level Good For Features

Epi Map (CDC) Free Beginner • Creating interactive maps to create 

multiple views of the same data

• Identifying clusters of data

• Upload data or choose from select data available

• Turn a street address into geographic coordinates

• Part of CDC’s EpiInfo software tools with user guide64

Google Earth

(Google)

Free Beginner • Marking locations with symbols • Upload layers of data

• Embed map to a website or share with a unique link

Tableau 

Public

(Tableau)

Free Beginner • Creating interactive maps

• Showing relationships between data

• Sharing online

• Create interactive data dashboards

• Make graphics to accompany maps

• Watch training videos65

GIS Cloud (GIS 

Cloud)

Varies Beginner • Creating maps with a team • Collect data through mobile devices

• Publish maps compatible with other GIS software

• Online certification program available

QGIS (The QGIS 

Project)

Free Beginner to 

Intermediate

• Analyzing data

• Visualizing relationships

• Making basic and advanced maps

• Compatible with advanced GRASS GIS extensions66

• Learn from a training manual67

MapInfo Pro

(Pitney Bowes)

Varies Intermediate • Analyzing data

• Creating interactive maps

• Turn a street address into geographic coordinates

• Read and create file formats compatible with other software

• Access MapInfo Community for peer support68

GeoDa (ASU 

GeoDa Data 

Center)

Free Intermediate 

to Advanced

• Statistically identifying 

relationships 

• Identifying clusters of data

• Link maps and charts to model data

• Access mailing list and FAQ answers for support69

ArcGIS (Esri) Varies Intermediate 

to Advanced

• Making basic and advanced maps

• Analyzing data with statistical tools

• Highlighting a specific relationship

• Add data from Living Atlas Library

• Turn a street address into geographic coordinates

• Watch tutorials70

Power BI 

(Microsoft)

Varies Intermediate 

to Advanced

• Creating interactive maps

• Creating maps with a team

• Analyzing data with statistical tools

• Analyze data with accompanying dashboard

• Instantly geocode data 

• Link data to automatically update maps

TAKE ACTION
Tobacco Where You Live I MAPPING TECHNIQUES 15

Step 4 Design Your Map

A well-designed map allows a user to quickly interpret the map without turning to 

other resources.61 To design clear, concise maps:

 Select a map type 

 Choose the correct map projection

 Add elements to aid understanding

 Follow best practices for data visualization

SELECT A MAP TYPE

Choosing the right map type depends on what kind of information you and your 

partners want to display: 

 Choropleth maps use shading and color to show polygon data within set 

boundaries, such as policy status and trends. Choropleth maps are good for 

showing rates.19

Choropleth map

 Heat maps show continuous data that is not limited by geographic boundaries 

like counties or zip codes. Heat maps are good for showing density.61

Heat map

 Symbol maps use symbols that vary in shape and size to show magnitude, 

quantity, or categories of point data.19 For example, larger symbols can show 

areas with more tobacco retailers. Different symbols can show categories, like 

cities with partial or comprehensive smokefree laws.

Symbol map

CHOOSE A PROJECTION

Projections are coordinate systems that define locations of existing places.71

When using complex tools, such as Geographic Information Systems (GIS), choose 

consistent and correct projections to make sure your map is visually correct. If you 

select the wrong projection for your data, your image may appear distorted. For 

example, your state can appear much wider and shorter than it really is.

ADD ELEMENTS TO AID UNDERSTANDING

Most maps have the same basic parts. These elements give clues that help the 

audience understand what the map is trying to say.19,61 You can aid understanding 

by adding the following elements to your maps:

 Title that describes the purpose of the map

 Legend to explain symbols used in the map

 Scale bars to show size and distance

 North arrow to show orientation

 Source information about who created the map, when it was created, and 

when the data was collected, and where the data came from

KEY RESOURCES

Cartographic Guidelines for Public 

Health (CDC)

Best practices for designing 

health maps

Color Brewer

An online tool to help map designers 

check color schemes for readability

TAKE ACTION
Tobacco Where You Live I MAPPING TECHNIQUES 16

USE DATA VIZ BEST PRACTICES

Best practices for using symbols, colors, patterns, and text help reduce clutter and emphasize important features. Include 

seven (or fewer) variables to keep your map clean and understandable. Use the following guidelines to design user-friendly, 

understandable maps:19

1 Color: Use lighter shades for lower numbers and 

darker shades for higher numbers. Always use highly 

saturated colors instead of transparent colors. Avoid color 

combinations that are difficult for colorblind audiences 

to see and use intuitive color schemes. For example, use 

green to show ‘good’ trends or successes. 

2 Font: Stick to one or two fonts. Label similar features 

with the same font. Use variations of the font to show 

differences. Use larger type and more prominent fonts for 

the most important information.

3 Lines: Use a fine line to border your map and separate 

geographical areas. Be sure that the lines do not block text 

or other map elements. 

4 Multiples: Set maps at the same size and scale. Present 

maps in a logical order. Use maps or parts of maps with 

different scales to highlight sections of larger maps. 

5 Patterns: Use solid white or gray to show missing or zero 

data. Use hatch patterns for data that are too few to be 

statistically counted. Limit use of patterns to keep your 

map from looking cluttered. 

6 Symbols: Use different symbols to display different 

categories. Use larger or smaller symbols to show 

quantities. Use standard, recognizable symbols for 

common places such as a hospital or school.

7 Text: Label only what is necessary to understand your 

map. Pay attention to how text looks on background colors 

and lines to make sure it is easy to read. 

8 White Space: Include white space so your reader can 

better understand what your map is saying without being 

overwhelmed.

Data source

TAKE ACTION
Tobacco Where You Live I MAPPING TECHNIQUES 17

INTERACTIVE

MAPS

On static maps, the mapmakers choose 

which data to show users.61 Interactive 

maps let users choose data or focus on 

specific locations. Common design features 

of interactive maps include:33

• “Mouse-over” functions that show details 

about a geographic area

• Ability to zoom into the map to focus on 

a specific location

• Panning to explore detailed information 

about different areas

• Animation to show changes over time 

(may be automatic or activated by 

the user, such as check-boxes to view 

different layers of data)

Interactive map of smokefree state and local laws. Source: National Cancer Institute’s Tobacco Policy Viewer

TAKE ACTION

Step 5 Test Your Map

Test your map with potential audiences and partners 

to figure out how easy it is to understand. Use their 

feedback to improve your map’s usability. Center your 

testing around these three questions: 

 Do audiences understand the map? 

Ask testers to review the map and explain it back 

to you. 

 Can audiences apply the map to their work?

Ask testers to use the map as they would in their 

work. Ask them how they would use the map to 

make decisions. Have them describe what is easy to 

use, what is confusing, and what could be improved. 

 Are interactive elements helpful? 

Have testers try out interactive elements to make sure they work and are easy 

to use.72 Have testers try out the map on a computer and on smartphones. 
Tobacco Where You Live I MAPPING TECHNIQUES 18

Step 6 Use Your Map

Once your map is complete, you can use it to build and maintain support for your 

work. Maps can serve as a basis for decision making and collaboration, bringing 

resources to the areas that need them most.73,74 Maps can be more effective than 

graphs and tables in clearly communicating information.74 Maps are helpful for 

showing either the need for your work or the results of it in products like:

 Funding applications9

 Reports for decision making and allocating resources75

 Community assessments74

 Educational materials for the community or decision makers74

Consider how your audience will use your map—will they view it on a screen or in 

print? A map designed for a poster presentation may not be readable on a mobile 

phone. Print-friendly versions can help users share online interactive maps.19

When sharing maps, choose communications channels that your audience already 

uses. Use more than one channel, such as websites, social media, and e-mail.

Consider including supporting graphs, tables, or text to help share your message, 

like the New York City Housing Authority webpage about smokefree housing.76

You can also accompany your map with downloadable data or a data dashboard. 

Make your map accessible to people with disabilities.77 Features like high color 

contrast and alternative text descriptions ensure that anyone can read your map. 

Accessibility may be required for maps supported by federal funding. 

A map can lose its effectiveness as new information becomes available. Regularly 

update maps, ideally once a year. Most public health surveillance systems collect 

data annually.78 You may be able to link your map to online sources so that it is 

automatically updated when new data is available.

Ask audiences how they use your map to make decisions, like allocating resources. 

This can help you determine if your map is meeting its intended purpose.

KEY RESOURCES

Best Practices User Guide: Health 

Communications in Tobacco 

Prevention and Control (CDC)

How to develop effective health 

communications, including pros and 

cons of communications channels

United States Access Board

Guidelines and standards for creating 

accessible documents

What is Usability Testing? (Tmap)

How to conduct usability testing, 

questions to ask, and downloadable 

assessment forms

TAKE ACTION
Tobacco Where You Live I MAPPING TECHNIQUES 19

EXPLORE COMMUNITY EXAMPLES

Montana

Knowing that exposure to tobacco retail 

marketing causes youth to start smoking, the 

Montana Tobacco Use Prevention Program 

wanted to take action to reduce youth tobacco 

marketing.79 After seeing retailer maps made 

by other states, the program decided to create 

a visual, online tool to educate decision makers 

called the Tobacco Retailer Mapper in 2014.80

The program used ArcGIS® to create the Mapper 

as an online Story Map®.20 The Mapper includes 

three city- and county-level maps:

 A youth access map that uses colorcoded symbols to show tobacco retailers 

near schools

 A retailer density map that uses symbols of different sizes to show clusters of 

retailers within a 10-minute walk from a school

 A retailer compliance map with color-coded dots of different sizes indicating 

the number of times a minor was able to purchase commercial tobacco during 

retailer compliance checks 

The Mapper also lets users make data reports for cities, counties, tribal 

reservations, or state legislative districts. “We thought it was a really easy way to 

get information across. It was very different from the traditional public health 

websites,” says Lisa Richidt, lead epidemiologist for the Mapper. 

The program included accurate, local-level data to make sure the Mapper was 

useful for community partners. “The more local-level data you can include, the 

better,” says program manager Nicole Aune. Staff worked with partners to gather 

data from community assessments and existing sources. Next, they linked the data 

to latitude and longitude coordinates so it could be used for mapping. 

The team also wanted the Mapper to be relevant to county-level partners. Search 

bars and clickable icons help users find information about their community. The 

program regularly promotes the Mapper to county partners and has even trained 

local youth to use the Mapper and educate their own local decision makers.

The program hired local consultants to create the Mapper but maintain it with 

internal staff. Program staff update the data every two years. Richidt suggests that 

programs assign a staff member to GIS projects. Dedicated staff is especially 

important since the commercial tobacco environment changes quickly. 

Screenshot from Montana Tobacco Retailer Mapper showing retailers near schools

We thought the 

Mapper was 

a really easy 

way to get 

information 

across. It was 

very different 

from the 

traditional public 

health websites.”

— Lisa Richidt
Tobacco Where You Live I MAPPING TECHNIQUES 20

North Carolina 

North Carolina made restaurants and 

bars smokefree in 2010. The law also 

allowed local governments to further 

restrict smoking in public spaces and on 

government property.

The North Carolina Tobacco Prevention 

and Control Branch wanted to track these 

local policy efforts. They asked the State 

Center for Health Statistics to develop 

maps showing city and county smokefree 

and tobacco-free policies across the state. 

The maps are featured on North Carolina’s 

Department of Health and Human 

Services website and include:81

 Four static maps showing smokefree regulations on government grounds, 

government buildings, parks, and enclosed public spaces 

 An interactive map that allows users to select layers and view policies by 

clicking areas

 Two data dashboards displaying the regulations in tables by county and 

municipality

The program involved the North Carolina Association of Local Health Directors 

early in the mapping process. The local health directors liked the idea of being 

able to see other counties’ progress. They were especially interested in counties 

similar to their own. Sally Herndon is head of the Tobacco Prevention and Control 

Branch. She says, “The maps not only help our local health directors build support 

for evidence-based policies, but are also a useful tool for advocates, physicians, 

and others involved in this work.” 

The program also works with 10 state-funded regional managers in county health 

departments. They share data to update the maps through quarterly reports. 

This data helps the program feel confident that they are getting a complete 

picture of North Carolina’s policy landscape. 

New team members are trained how to use the reporting system, review policies, 

and manage data. Entering policies into the database can be challenging because 

local policies vary widely in language and structure. If they have questions, they 

consult an attorney. 

The maps only include 100 percent smokefree or 100 percent tobacco-free 

policies. The program believes this promotes evidence-based policy and helps 

communicate the state’s commercial tobacco control goals. 

EXPLORE COMMUNITY EXAMPLES

The maps not 

only help our 

local health 

directors build 

support for 

evidence-based 

policies, but are 

also a useful tool 

for advocates, 

physicians, and 

others involved in 

this work.”

— Sally Herndon

Screenshot from North Carolina’s interactive map of smokefree and tobacco-free local 

government policies
Tobacco Where You Live I MAPPING TECHNIQUES 21

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