PT  - JOURNAL ARTICLE
AU  - M C Farrelly
AU  - J Niederdeppe
AU  - J Yarsevich
TI  - Youth tobacco prevention mass media campaigns: past, present, and future directions
AID  - 10.1136/tc.12.suppl_1.i35
DP  - 2003 Jun 01
TA  - Tobacco Control
PG  - i35--i47
VI  - 12
IP  - suppl 1
4099  - http://tobaccocontrol.bmj.com/content/12/suppl_1/i35.short
4100  - http://tobaccocontrol.bmj.com/content/12/suppl_1/i35.full
SO  - Tob Control2003 Jun 01; 12
AB  - 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.