Document Detail

Strategies for an effective youth counter-marketing program: recommendations from commercial marketing experts.
MedLine Citation:
PMID:  10848486     Owner:  NLM     Status:  MEDLINE    
Intensive and sustained efforts to "counter-market" tobacco among teenagers are necessary to negate the "friendly familiarity" created by tobacco advertising and to communicate the true health and social costs of tobacco use. Counter-marketing campaigns should: highlight a tobacco-free lifestyle as the majority lifestyle of diverse and interesting individuals; explain the dangers of tobacco in a personal, emotional way; offer youth empowerment and control; use multiple voices, strategies, and executions; offer constructive alternatives to tobacco use; and portray smoking as unacceptable and undesirable for everyone. Counter-marketing activities should work in concert with other interventions to alter social norms regarding tobacco.
J McKenna; K Gutierrez; K McCall
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Publication Detail:
Type:  Journal Article; Review    
Journal Detail:
Title:  Journal of public health management and practice : JPHMP     Volume:  6     ISSN:  1078-4659     ISO Abbreviation:  J Public Health Manag Pract     Publication Date:  2000 May 
Date Detail:
Created Date:  2000-05-25     Completed Date:  2000-05-25     Revised Date:  2007-11-15    
Medline Journal Info:
Nlm Unique ID:  9505213     Medline TA:  J Public Health Manag Pract     Country:  UNITED STATES    
Other Details:
Languages:  eng     Pagination:  7-13     Citation Subset:  T    
Health Communications Branch, Centers for Disease Control and Prevention, Atlanta, Georgia 30341-3724, USA.
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MeSH Terms
Adolescent Behavior
Adolescent Psychology
Advertising as Topic*
Attitude to Health*
Health Education / methods*
Health Knowledge, Attitudes, Practice
Life Style
Marketing of Health Services / methods*
Planning Techniques
Power (Psychology)
Smoking / prevention & control*
Tobacco Industry*

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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