Learning Objectives: Describe and discuss the process, challenges and opportunities associated with using traditional promotional marketing tactics for prevention of youth tobacco use. Learn new ways to participate in truth’s youth-targeted grassroots marketing tactics that promote prevention of youth tobacco use.
Abstract: Audience: Public health administrators and coordinators who focus on youth marketing programs.
Key Points: The truth tour was created to provide a tangible way for teens to interact with the truth brand. The “product” provided by the truth brand consists of facts and information to enable youth to make informed decisions about tobacco use. Other successful youth brands use celebrity endorsements, promotional giveaways, product samples and sponsored events to promote trial of a product or to foster a greater affiliation with a brand. The tour allows the truth brand to engage in these successful tactics while remaining focused on its mission to reduce youth tobacco use.
Educational Experience: Through presentation and discussion, the audience will learn important lessons gained from three years of sponsoring the truth tour. This session will be interactive and presenters will encourage audience questions and comments.
Benefits: At the end of the presentation attendees will be able to: 1) Describe the truth brand approach to grassroots, event and guerrilla marketing. 2) Describe and discuss the process and challenges of using traditional promotional marketing tactics for prevention of youth tobacco use. 3) Identify new ways to participate in truth’s youth-targeted grassroots marketing tactics to prevent youth tobacco use.
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