Today, FDA announced the launch of its first national public education campaign to prevent youth tobacco use. “The Real Cost” campaign aims to reduce tobacco initiation rates among youth who are open to smoking and reduce the number of youth already experimenting with cigarettes that become regular users. Currently, more than 10 million youth in the United States fall into this category. The campaign, an unprecedented effort for the federal government, uses evidence-based best practices proven to reduce youth tobacco use. Visually compelling and personally relevant ads to educate youth about the harms of tobacco use will begin running nationwide on February 11.
Don’t forget to register to watch the live webcast beginning today at 9:30 a.m. EST for a special preview of the campaign.