Every day in the United States, more than 2,600 youth under age 18 smoke their first cigarette, and nearly 1,300 youth use smokeless tobacco for the first time.1 In fact, tobacco use is almost always started and established during adolescence.2 This highlights a critical need for stronger, more targeted youth tobacco prevention efforts. FDA's award-winning youth tobacco prevention campaign, "The Real Cost," seeks to educate these at-risk teens about the harmful effects of tobacco use. The goal is to prevent youth who are open to tobacco from trying it and to reduce the number of youth who move from experimenting with tobacco to regular use.
The Real Cost campaign launched nationally in February 2014 across multiple media platforms including TV, radio, print, digital, and out-of-home sites. Initial campaign advertising focused on reaching the more than 10 million youth ages 12-17 in the United States who are either open to trying smoking or are already experimenting with cigarettes.3
"The Real Cost" Smokeless Tobacco Prevention Campaign airs in 35 markets
In April 2016, “The Real Cost” expanded its campaign brand umbrella to include new advertising targeting rural male youth ages 12-17 at risk of smokeless tobacco use. These ads air in 35 targeted local markets around the country. “The Real Cost” Smokeless Tobacco Prevention Campaign will also have a presence during games in 25 Minor League Baseball stadiums this summer, including sponsoring in-stadium events, running TV ads on stadium monitors, placing print ads in and around the stadium, and providing opportunities for fans to engage with players who support FDA’s smokeless tobacco prevention efforts.
Minor League Baseball Partners
Campaign Receives Gold Effie Award
"The Real Cost" was awarded a gold Effie in the Disease Awareness and Education category at the 2015 North American Effie Awards. The campaign was recognized for its insightful communications strategy, outstanding creative, and success in market.
Loss of Control Due to Addiction: Reframes addiction to tobacco as a loss of control to disrupt the beliefs of independence-seeking youth who currently think they will not get addicted or feel they can quit at any time.
Dangerous Chemicals: Dramatizes the negative health consequences of tobacco use in a meaningful way to demonstrate that all tobacco use comes with a "cost" that is more than just financial.
Health Consequences: Depicts the dangerous chemicals in tobacco products to motivate youth to find out more about what’s in them and reconsider the harms of tobacco use..
We are conducting two multi-year outcome evaluations to assess how well the campaign is reaching its goals for each target audience and to identify places where we might refine our messages. The study designs are longitudinal, meaning they will attempt to follow the same youth over time. Ultimately, the results will be used to determine if the campaign is contributing to a decrease in smoking among youth ages 12-17 and reduced intentions to use smokeless tobacco among rural youth ages 12-17.
Do You Work With Youth?
Our goal is to keep "The Real Cost" campaign authentic through a peer-to-peer approach. "The Real Cost" campaign website (www.therealcost.gov) and social channels are intended for the campaign target audience—at-risk youth ages 12-17. Organizations that work directly with at-risk youth can help extend the campaign in the following ways:
- Share free messages on your websites and social media channels through CTP's Exchange Lab, a free resource that allows you to digitally publish our tobacco-related content.
- Download, print, and order free materials for youth.
- Send at-risk teens to "The Real Cost" campaign website and social channels:
Public health advocates, educators, and anyone else who is interested in spreading the word about “The Real Cost” to adult audiences can access collateral material including:
You can also use FDA's social media channels to engage with us around the campaign, including:
1. Substance Abuse and Mental Health Services Administration (SAMHSA). Results from the 2014 National Survey on Drug Use and Health: Detailed Tables. Rockville, MD: U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration, Center for Behavioral Health Statistics and Quality; 2015.
2. U.S. Department of Health and Human Services (USDHHS). The Health Consequences of Smoking - 50 Years of Progress. A Report of the Surgeon General. Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 2014.
3. Based on 2012 data from NYTS on openness to smoking among youth and 2012 youth population estimates from the U.S. Census Bureau.