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Public Health BrandingApplying marketing for social change$
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W. Douglas Evans and Gerard Hastings

Print publication date: 2008

Print ISBN-13: 9780199237135

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199237135.001.0001

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Case studies of youth tobacco prevention campaigns from the USA: Truth and half-truths

Case studies of youth tobacco prevention campaigns from the USA: Truth and half-truths

(p.127) 7 Case studies of youth tobacco prevention campaigns from the USA: Truth and half-truths
Public Health Branding

Matthew C. Farrelly

Kevin C. Davis

Oxford University Press

For decades cigarette companies have successfully harnessed the power of branding to transform a simple product into a powerful tool that projects a complex set of images and personality traits to its user. Beginning with California's large-scaled anti-smoking campaign in 1990 — the first in twenty years — tobacco control efforts began to counter and deconstruct cigarette brand imagery. In 1998, the Florida ‘truth’ campaign extended earlier efforts by California and Massachusetts to counter tobacco brands by developing a tobacco control brand aimed at youth and intended to take market share away from cigarette brands. Evidence shows that tobacco countermarketing campaigns are effective in reducing youth and adult smoking, and emerging literature suggests that the brand value or equity of youth tobacco counter brands adds value to the campaigns. However, branding in tobacco countermarketing campaigns remains uncommon.

Keywords:   branding, truth campaign, California, Massachusetts, Florida, tobacco control, countermarketing

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