Counter-marketing 101

It is important to offset tobacco industry advertising efforts. Counter-marketing combats pro-tobacco influences with pro-health messages.

• The tobacco industry spends an estimated annual $27.5 million marketing their products in South Dakota.^ⓘ

Follow two steps to make the most of your counter-marketing dollars.

Set a specific goal.

Choose a primary focus for your campaign. Consider using one of the goals outlined in the State Plan.

• Prevent youth initiation
• Increase cessation
• Reduce secondhand smoke exposure
• Reduce tobacco-related disparities

Choose your target audience.

You can choose more than one audience, but don’t attempt to target them all with the same message. The more defined your audience is, the more effective your message will be. Consider specialized messages for South Dakota’s priority populations.