Tobacco companies have spent billions of dollars promoting their deadly products. They’ve used every persuasion technique imaginable: flattery, bribery, scientific evidence, plain folks, and of course, beautiful people. They’ve tried to convince us that smoking makes you look cool, or tough, or sexy. They haven’t told us that nicotine is addictive, and that tobacco use kills more than a thousand people every single day. That’s where counter-marketing comes in. Counter-marketing tells the truth about tobacco use. It exposes the tobacco industry’s lies. Instead of selling cigarettes, it promotes a tobacco free lifestyle.