Key Points: To supply information on tobacco counter-marketing campaign evaluation outcomes to multiple stakeholders, this workshop aims to facilitate the sharing of best practices and replicable approaches. Best practices will be shared through discussion of tobacco counter-marketing campaign evaluations and application of the newly released CDC Evaluation of Tobacco Counter-Marketing Campaign manual, including the seven steps of evaluation and case studies. Participants will gain a deeper understanding learning from colleagues' case study experiences from the field; apply workshop skills through group hands-on activity using the new manual resources, and interaction with the facilitators and participants.

Learning Objectives: After learning about the seven steps of evaluation, participants will describe the steps through a group exercise. Participants will be able to identify three techniques learned from state case studies to be applied in a state or local media campaign. After hearing about case studies, participants will develop an aspect of a tobacco counter-marketing evaluation plan with the support of the presenters.

Benefits: Participants will gain experience by learning from other national state media evaluation experts, as well as by developing a tobacco counter-marketing evaluation plan based on a particular aspect and issue (secondhand smoke, preventing initiation, promoting cessation, eliminating disparities). Participants will be provided resource materials the brand new CDC manual, contacts for technical assistance, and literature.