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Columbia Marketing Panel In 1996, the Centers for Disease Control and Prevention (CDC) funded a panel of youth marketing experts convened by the Columbia University School of Public Health to identify three critical elements for a successful youth tobacco prevention media campaign: Noting teens' extreme brand consciousness and the pervasiveness of tobacco brands, it recommended the creation of a teen-focused non-smoking (or counter-marketing) brand It recognised that a teen-focused campaign must talk to teens in their own voice and not talk down to them The panel recommended that the counter brand highlight the actions of the tobacco industry in marketing cigarettes, including its failures to be truthful about cigarettes' addictiveness and health effects An online educational tool from the national truth campaign These recommendations formed the intellectual foundations of the campaign and fed into the overall strategy (Allen et al, 2009)