Article

Youth tobacco prevention mass media campaigns: past, present, and future directions

M C Farrelly, J Niederdeppe, J Yarsevich

Research Triangle Institute, Research Triangle Park, North Carolina, USA

Correspondence to:
Correspondence to:
Matthew C Farrelly, PhD, Tobacco Use Research Program, Health, Social and Economics Research, Research Triangle Institute, PO Box 12194, Research Triangle Park, NC 27709, USA;
mcf{at}rti.org

This paper focuses on countermarketing efforts aimed at curbing youth smoking. We review the literature on the effectiveness of tobacco countermarketing campaigns, characterise current state and national campaign approaches, present findings from qualitative approaches and laboratory experiments that explore a variety of messages (for example, health consequences, industry manipulation), and discuss newer, non-traditional approaches to countermarketing. In conclusion, we outline research needed to fill gaps in our existing knowledge and discuss future directions in tobacco countermarketing aimed at youth.

Keywords: adolescence; youth; marketing; countermarketing; media campaigns

Abbreviations: CDC, Centers for Disease Control and Prevention; ETS, environmental tobacco smoke; FCC, Federal Communications Commission; FYTS, Florida Youth Tobacco Survey; GRPs, gross rating points; LMTS, Legacy Media Tracking Surveys; MSA, Master Settlement Agreement; MSDH, Mississippi Department of Health; MTF, Monitoring the Future; SWAT, Students Working Against Tobacco; TDS, "Think. Don’t Smoke"; TPEP, Tobacco Prevention and Education Program

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