Strategies to Advance Health Equity: How Health Departments Can Use Countermarketing to Address Tobacco, Alcohol and Unhealthy Food
Group of Diverse Graduates

Course Objective

  • Summarize evidence on the impact of tobacco countermarketing on the initiation of smoking among young adults.
  • Explain why lessons from evidence-based tobacco counter marketing could be effective for countermarketing alcohol and unhealthy food.
  • Identify and describe at least five elements of effective tobacco countermarketing campaigns and explain their relevance to countermarketing unhealthy food and alcohol.
  • Describe at least three roles that state and local health departments can play in countermarketing tobacco, alcohol and unhealthy food (e.g., creating and/or funding public countermarketing campaigns, funding community and youth groups to develop and launch campaigns, training on countermarketing strategies, convening organizations involved in countermarketing).
  • Describe two specific local or state initiatives designed to support countermarketing of tobacco, alcohol or unhealthy food that have been used in other jurisdictions that could be applied in participant’s own setting.
  • Explain how LHDs can leverage “upstream” strategies, including partnering with social movements and community organizations and expanding democratic participation, to support the design and implementation of these initiatives.

Date: May 1, 2017

Nicholas Freudenberg
Distinguished Professor of Public Health
City University of New York School of Public Health

Emily Franzosa
Senior Researcher
City University of New York School of Public Health

Eleni Murphy
MPH Candidate
City University of New York School of Public Health

This self-paced, interactive module prepares public health professionals working in state and local health departments to develop or support the use of countermarketing strategies to reduce demand for tobacco, alcohol and processed foods high in sugar, salt and unhealthy fats. The session begins with a discussion of countermarketing as a public health strategy for reducing the use of tobacco, alcohol, and unhealthy food. Next, learners will explore the elements of countermarketing campaigns, and look at two health departments that have used them successfully. Finally, learners will apply these strategies to think through a hypothetical countermarketing campaign, and plan how you might use them in your own work.

Region 2 Public Health Training Center