Transcript Truth, Lies, and Tobacco…

Truth, Lies, and Tobacco…
What Big Tobacco Shows You
What if They Showed You This?
How They Do It
• $8.37 BILLION spent on cigarette advertising
alone in 2011 ( 328 million per year in
Missouri)
• 83% of that spent on price discounts
• More than $24 million spent A DAY on tobacco
advertising in 2011
• Source: www.cdc.gov
What They Don’t Tell You
• From 2000–2004, cigarettes caused $193 billion
in annual health costs in the US alone ( $584
dollars per family in Missouri)
• Cigarette smoking results in 5.1 million years of
potential life lost in the United States annually
• Tobacco kills 1 in 3 (33%) of teens who try it
• Source: www.cdc.gov
What is Counter Marketing?
• To counter or take an opposing position on a
controversial topic or to counter an
impression that might be made by another
party’s advertising.
• Creating ads that use the same tactics that Big
Tobacco does in their ads and targets the
same market, but send a very different
message
Examples of Counter Marketing Adds
Your Job
• Spread the truth about tobacco by creating your
own countermarking ad
• You will have about 15 minutes to create an
original ad within your group
• Remember their ads… use their own strategies
against them!
• Each group will present their ad to the rest of us
once time is up