title: Designing an effective counteradvertising campaign--California.
abstract: In this report, the author shares some of the basic lessons learned in conducting a tobacco education and prevention media campaign for the state of California over the past 9 years. She highlights the three most fundamental lessons: 1) the qualities to look for in an advertising/public relations agency, 2) the importance of integrating a media campaign with other tobacco control activities, and 3) the most successful advertising strategies.
authors.affiliation: Media Campaign Unit, Tobacco Control Section, Department of Health Services, Sacramento, California 94234-7320, USA.
authors.forename: C
authors.initials: C
authors.lastname: Stevens
mesh_terms: D000329:Advertising; D002140:California; D004493:Education; D006801:Humans; D008402:Mass Media; D011634:Public Health; D011641:Public Relations; D000074606:Smoking Prevention; D019460:Tobacco Industry