Learning Objectives: Describe the advantages of a youth lead-adult guided counter marketing campaign. Identify opportunities, successes and challenges of working with youth. Discuss successful counter-marketing strategies aimed at reducing tobacco use among teens.
Abstract: Conceived in April 2000, Target Market, a Minnesota based, teen-led, counter marketing campaign was designed to raise awareness about the tobacco industry's lies and manipulative strategies and to empower youth to carry out underground marketing activities that disrupt the industries efforts to addict a new generation of teens. In just under two years, Target Market has grown from a membership of 400 teens to more than 30,000 youth ages 12-18 who are active in all 87 counties in the state. In it's first two years, Target Market focused on informing Minnesota teens about who we were (new generation of teens fighting back), why we're upset (tobacco industry marketing to youth), and what we're going to do about it (how to fight back). After just one year, Target Market has reduced teen smoking rates by 25%. This dramatic reduction has validated the efforts of thousands of Minnesota youth who have joined Target Market and actively exposed and disrupted the tobacco industries attempt to addict Minnesota teens.
Strategies employed that has led to a successful smoking prevention counter marketing campaign in Minnesota includes discussion on trends and attitudes of youth, structure of Target Market, importance of collaborative partnerships, development and implementation of unique counter marketing activities (teen friendly vs. adult friendly) and evaluation criteria used to determine success of program.
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