FDA Launching Anti-Smoking Campaign Aimed at Youth
The FDA launches ads with people having wrinkles and yellow teeth in order to show teenagers the effects of long-term smoking. The $115 million anti-smoking campaign is called “The Real Cost” and its main goal is to prevent teenagers from smoking and encourage them to quit.
The campaign starts on February 11 and will last one year. During the campaign will be shown ads in more than 200 markets throughout the USA. Also ads will be shown on MTV, magazines for teens and even social media.
Mitch Zeller, the director of the FDA’s Center for Tobacco Products, told that children are our future, therefore it is important to educate them now about the effects of smoking. Statistics and numbers will not reach them, therefore FDA used visual tools which will reach them easily.
Zeller, who analyzed the anti-tobacco campaign called “Truth”, said that the new campaign is a “compelling, provocative and somewhat graphic way” of attracting the attention of more than 10 million young people that are open to cigarettes.
It was estimated that around 90% of adult people started to smoke by age 18 and more than 700 children under 18 become regular smokers every day.
The FDA intends to reduce by 300,000 number of young smokers within three years. “While most teens understand the serious health risks associated with tobacco use, they often don’t believe the long-term consequences will ever apply to them,” said FDA Commissioner Margaret Hamburg. The new anti-smoking campaign is focused on things that matter to teenagers, for example, appearence and the desire to be independent.
In two of TV ads teeangers enter a store to buy cigarettes and when salesman says that cigarettes will cost more than they have, the teens give a piece of their skin or a tooth to pay for their cigarettes.
In future the FDA wants to target young adults aged 18 – 24 and people who influence teenagers, including family members, parents and peers.
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