This manual is designed to be a comprehensive resource for state health departments and other agencies and organizations in developing and implementing tobacco counter-marketing campaigns. It is designed to help readers who have different levels of experience and are managing programs at different stages of development. This manual contains a wealth of information on a range of counter-marketing topics. Some of the topics and information may be new to you, while you may already have a good command of other topic areas. This resource is meant to help with activities you're working on currently, as well as projects you undertake in the future. Different chapters will be more helpful at different times. An effective tobacco counter-marketing campaign can make a vital contribution to a comprehensive tobacco control and prevention program. Although the components of counter-marketing are presented separately in this manual, they work synergistically to strengthen the impact of the overall campaign; one or two successful components will not be enough to achieve your program goals. The art of tobacco counter-marketing is in blending and balancing the various components into a coherent, effective whole. We hope the chapters in this manual will help you develop a comprehensive tobacco counter-marketing program that progresses toward achieving your goals.