SILVER SPRING, Md. -- The Food and Drug Administration (FDA) is prepping its first youth tobacco prevention campaign, which will launch Feb. 11. The effort, called "The Real Cost," will target at-risk youths aged 12 to 17 who are open to smoking or already experimenting with cigarettes.
"The Real Cost" will run across multiple media platforms, including TV, radio, print and online. The $115-million campaign will continue to air in more than 200 markets across the country for at least one year.
According to the agency, the goal of the campaign is to educate at-risk youths about the harmful effects of tobacco use in hopes of reducing initiation rates among youths who are open to smoking and reducing the number of youths already experimenting with cigarettes that progress to regular use.