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Designing and Implementing an Effective Tobacco Counter-Marketing Campaign										Related Pages
										*Designing and Implementing an Effective Tobacco Counter-Marketing Campaign* is for tobacco control program staff in state health departments and national organizations.
This comprehensive 450-page document takes the reader step-by-step through the development and implementation of a tobacco counter-marketing campaign. The manual
Provides examples of what has worked successfully in tobacco control and prevention media campaigns over the last dozen years
Includes samples of key documents used throughout the process of developing successful campaignsDesigning and Implementing an Effective Tobacco Counter-Marketing Campaign
**Download manual [PDF–8.45 MB]**How To Use This ManualThis manual is designed to help readers at different levels of experience who are managing programs at different stages of development.
Don’t feel that you have to read the manual from cover to cover. We suggest that you begin by reading *Chapter 1: Overview of Counter-Marketing Programs*. Then feel free to skip some chapters, read other chapters more thoroughly, or move directly to the subjects that are most pertinent to your needs.*
*Although the components of counter-marketing are presented separately in this manual, they work together to strengthen the impact of the overall campaign; one or two successful components will not be enough to achieve your program goals. The art of tobacco counter-marketing is in blending and balancing the various components into a coherent, effective whole.Table of ContentsAcknowledgements [PDF–110 KB]
Introduction [PDF–98 KB]
Chapter 1: Overview of Counter-Marketing Programs [PDF–144 KB]
Chapter 2: Planning Your Counter-Marketing Program [PDF–678 KB]
Chapter 3: Gaining and Using Target Audience Insights [PDF–804 KB]
Chapter 4: Reaching Specific Populations [PDF–486 KB]
Chapter 5: Evaluating the Success of Your Counter-Marketing Program [PDF–760 KB]
Chapter 6: Managing and Implementing Your Counter-Marketing Program [PDF–297 KB]
Chapter 7: Advertising [PDF–747 KB]
Chapter 8: Public Relations [PDF–1 MB]
Chapter 9: Media Advocacy [PDF–437 KB]
Chapter 10: GrassRoots Marketing [PDF–259 KB]
Chapter 11: Media Literacy [PDF–264 KB]
Resources and Tools [PDF–496 KB]
Glossary [PDF–146 KB]
Appendices [PDF–5.25 MB)
Feedback Form [PDF–129 KB]
							
					
						Page last reviewed:  September 14, 2021					Content source: 	Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion homeHomeOffice on Smoking and Health (OSH)plus iconOSH Partners with StatesFunding Opportunity AnnouncementsInteragency Committee on Smoking and Healthplus iconMembership RosterNewsroomStay ConnectedOrganizationSmoking & Tobacco Use FeaturesQuit Smokingplus iconHow to Quitplus iconBenefits of QuittingBasic Informationplus iconHealth Effectsplus iconCancerHeart Disease and StrokeChronic Obstructive Pulmonary Disease (COPD)Smoking During PregnancyEquality in Smoking & Disease: Nobody Wins!Electronic Cigarettesplus iconAbout Electronic Cigarettes (E-Cigarettes)Quick Facts on the Risks of E-cigarettes for Kids, Teens, and Young AdultsEmpower Vape-Free Youth CampaignMenthol Tobacco Productsplus iconState Menthol Fact SheetsMenthol Tobacco Products are a Public Health ProblemMenthol Smoking and Related Health DisparitiesAddressing Menthol Tobacco ProductsHeated Tobacco ProductsYouth Tobacco PreventionCommercial Tobacco and Health Equityplus iconBlack and African American Peopleplus iconHealth BurdenUnfair and Unjust Practices and ConditionsSecondhand SmokeQuitting TobaccoAmerican Indian and Alaska Native Peopleplus iconHealth BurdenUnfair and Unjust Practices and ConditionsSecondhand SmokeQuitting TobaccoAsian, Native Hawaiian, and Pacific Islander Peopleplus iconHealth BurdenUnfair and Unjust Practices and ConditionsQuitting TobaccoHispanic and Latino Peopleplus iconHealth BurdenUnfair and Unjust Practices and ConditionsSecondhand SmokeQuitting TobaccoLGBTQ+ Peopleplus iconHealth BurdenUnfair and Unjust Practices and ConditionsQuitting TobaccoPeople Across Geographic Regionsplus iconHealth BurdenUnfair and Unjust Practices and ConditionsSecondhand SmokeQuitting TobaccoPeople with Behavioral Health Conditionsplus iconHealth BurdenUnfair and Unjust Practices and ConditionsCommercial Tobacco Product Use and Behavioral Health Conditions can Affect Each OtherQuitting TobaccoPeople with Low Socioeconomic Statusplus iconHealth BurdenUnfair and Unjust Practices and ConditionsSecondhand SmokeQuitting TobaccoSecondhand Smokeplus iconGeneral InformationTrends and DisparitiesHealth ProblemsSecondhand Smoke in the CommunitySecondhand Smoke in the HomeSmokefree PoliciesResourcesGoing Smokefree Mattersplus iconBars and RestaurantsCasinosIn Your HomeMultiunit HousingSurgeon General's Reports on Smoking and Tobacco Useplus icon2020 SGR—Smoking Cessation2016 SGR—E-Cigarette Use Among Youth and Young AdultsHistorical ReportsA Brief HistoryArchiveData and Statisticsplus iconFast Facts and Fact Sheetsplus icon**Smoking and Cigarettes**Diseases and DeathHealth Effects of Cigarette SmokingTobacco-Related MortalityCigarette Smoking in the U.S.Adult DataCessationCost and ExpendituresEconomics**Smokeless Tobacco**Health EffectsProducts and MarketingSmokeless Tobacco Product Use in the United States**Other Tobacco Products**CigarsHookahsLow Yield Cigarettes**Secondhand Smoke****Youth Tobacco Use**Youth DataSmoking in the MoviesTrends in Tobacco Use Among Youth**Tobacco Industry**Tobacco Brand PreferencesIndustry MarketingSurveysplus iconNational Youth Tobacco Survey (NYTS)Alaska Native Adult Tobacco Survey Guidance ManualAmerican Indian Adult Tobacco SurveyScientific Evidence BriefsSTATE SystemMorbidity and Mortality Weekly Reports (MMWR)Vital SignsPatient Careplus iconPatient Care Settings and Smoking Cessationplus iconCardiovascular Care SettingsRespiratory Care SettingsCancer Care SettingsMaternal and Infant Care SettingsClinical Interventions to Treat Tobacco Use and Dependence Among AdultsClinical Cessation ToolsPatient Cessation MaterialsQuitlines and Other Cessation Support ResourcesClinical Education and TrainingE-Cigarettes and Patient CareState and Community Workplus iconTobacco Control Programsplus iconCessation Materials for Tobacco Control ProgramsNetworking2Save: Co-op AgreementGuidelines and ResourcesProgram FundingEvidence Based Guides for StatesState Fact SheetsTobacco Ingredient and Nicotine ReportingTobacco Counter-Marketing CampaignGlobal Tobacco Controlplus iconAbout Global Tobacco Surveillance System (GTSS)GTSSDataThe Global Adult Tobacco Survey (GATS) AtlasHelp & Glossaryplus iconGlossaryData and DocumentationUsing the GTSSData HomepageUsing the GTSSData Explorer PageContact UsMultimedia & Toolsplus iconMedia Campaign Resource Center (MCRC)Publication Catalog To receive email updates about Smoking & Tobacco Use, enter your email address: Email Address			What's this				Submit
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