Counter-Marketing and Counter-Advertising Campaigns/Alcohol Warning Posters

Counter-marketing refers to the use of commercial marketing tactics to reduce the prevalence of substance use, primarily to help reduce adult binge-drinking.

What is this strategy?

Catalog of Prevention Strategies (Counter Marketing)

Catalog of Prevention Strategies (Alcohol Warning Posters)

Has this strategy been proven to be effective?

Key activities for implementation:

  • Clarify the goals and intended outcomes of the strategy
  • Identify the components of a comprehensive strategy
  • Determine the key planning steps necessary to implement the strategy
  • Build a “work group” to implement the strategy
  • Considerations: Know your target audience and what you want to accomplish

The Elaboration Likelihood Model of Persuasion

Alcohol Counter-Advertising and the Media: A Review of Recent Research

When should I consider implementing this strategy?
  • When there is an abundance of alcohol advertising, billboards, and alcohol signage in bars/restaurants
How do I implement this strategy?

Key activities for implementation:

  • Clarify the goals and intended outcomes of the strategy
  • Identify the components of a comprehensive strategy
  • Determine the key planning steps necessary to implement the strategy
  • Build a “work group” to implement the strategy
  • Considerations: Know your target audience and what you want to accomplish

Designing and Implementing an Effective Tobacco Counter-Marketing Campaign

CADCA Alcohol Warning Posters/Counter-Marketing Presentation