This project encourages New Mexico youth to talk back to Big Tobacco’s marketing onslaught by creating their own counter-marketing messages.

		This fall, middle school and high school students from across the state are participating in the Talk Back to Big Tobacco! Script & Storyboard Contest by writing 30-second radio and TV ads aimed at preventing tobacco use among young people. They’re competing for a chance to win $500 cash prizes, and a shot at a $5,000 scholarship.  Eight winners will be selected in late January 2009.

Counter-marketing is an important element in a comprehensive tobacco control strategy.  It uses the power of advertising to confront the tobacco industry’s marketing messages and promote a tobacco free lifestyle.  Well-executed counter-marketing campaigns are proven to be effective in reducing youth smoking. 

Tobacco counter-ads -- like the TV commercials produced by the truth™ campaign – have always been extremely popular in NMMLP’s media literacy presentations to youth.  NMMLP’s training workshops often include sessions on creating counter-ads, but this is the first time NMMLP has turned the concept into a statewide contest.

NMMLP created a contest website www.talkback.nmmlp.org containing information on tobacco counter-marketing, tips on how to write a winning script or storyboard, complete contest rules and entry forms.  NMMLP staff also delivered counter-marketing training to youth in tobacco prevention and youth leadership programs.

Language arts and health teachers in several school districts around the state incorporated the script & storyboard contest into their classes.

Contestants are free to choose the theme and style of their counter-marketing message, but the contest judges will give extra points to ads aimed at youth from low-income households, rural youth, Native American youth, LGBT youth, and youth with disabilities, as well as storyboards and scripts in languages other than English.  These groups are disproportionately affected by tobacco use in New Mexico.

In the spring, the winning scripts and storyboards will be produced by youth producers at our community partners, KUNM-FM and Community Cable Access Channel 27. Tapes and DVDs containing the completed spots will be distributed to tobacco prevention programs around the state.

Next year, if the NM Department of Health selects an ad for statewide radio or TV broadcast, the winning writer will get a $5,000 scholarship!

For more information:
www.talkback.nmmlp.org
505-858-8897


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