FDA launching anti-smoking campaign aimed at youth

WASHINGTON — The Food and Drug Administration is using ads that depict yellow teeth and wrinkled skin to show the nation’s at-risk youth the costs associated with cigarette smoking.

The federal agency said Tuesday it is launching a $115 million multimedia education campaign called “The Real Cost” that’s aimed at stopping teenagers from smoking and encouraging them to quit.

Advertisements will run in more than 200 markets throughout the U.S. for at least one year beginning Feb. 11. The campaign will include ads on TV stations such as MTV and print spots in magazines like Teen Vogue. It also will use social media.

“Our kids are the replacement customers for the addicted adult smokers who die or quit each day,” said Mitch Zeller, the director of the FDA’s Center for Tobacco Products. “And that’s why we think it’s so important to reach out to them — not to lecture them, not to throw statistics at them — but to reach them in a way that will get them to rethink their relationship with tobacco use.”

Zeller, who oversaw the anti-tobacco “Truth” campaign while working at the nonprofit American Legacy Foundation in the early 2000s, called the new campaign a “compelling, provocative and somewhat graphic way” of grabbing the attention of more than 10 million young people ages 12 to 17 that are open to, or are already experimenting with, cigarettes.

According to the FDA, nearly 90 percent of adult smokers started using cigarettes by age 18 and more than 700 kids under 18 become daily smokers each day. The agency aims to reduce the number of youth cigarette smokers by at least 300,000 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. “We’ll highlight some of the real costs and health consequences associated with tobacco use by focusing on some of the things that really matter to teens — their outward appearance and having control and independence over their lives.”

Two of the TV ads show teens walking into a corner store to buy cigarettes. When the cashier tells them it’s going to cost them more than they have, the teens proceed to tear off a piece of their skin and use pliers to pull out a tooth in order to pay for their cigarettes. Other ads portray cigarettes as a man dressed in a dirty white shirt and khaki pants bullying teens and another shows teeth being destroyed by a ray gun shooting cigarettes.

The FDA is evaluating the impact of the campaign by following 8,000 people between the ages of 11 and 16 for two years to assess changes in tobacco-related knowledge, attitudes and behaviors.

The campaign announced Tuesday is the first in a series of campaigns to educate the public about the dangers of tobacco use.

In 2011, the FDA said it planned to spend about $600 million over five years on the campaigns aimed at reducing death and disease caused by tobacco, which is responsible for about 480,000 deaths a year in the U.S.

Tobacco companies are footing the bill for the campaigns through fees charged by the FDA under a 2009 law that gave the agency authority over the tobacco industry.

Future campaigns will target young adults ages 18-24 and people who influence teens, including parents, family members and peers. Other audiences of special interest include minorities, gays, people with disabilities, the military, pregnant women, people living in rural areas, and low-income people.

———

Michael Felberbaum can be reached at http://www.twitter.com/MLFelberbaum.

More in Local News

Food stuffs for a local chapter of A Simple Gesture at Fitness Evolution, the communal pick-up point, in Arlington on Jan. 12. (Kevin Clark / The Herald)
There’s an easier way to donate to food banks

Grab a green bag, fill it gradually with grocery items — and someone will pick it up from your home.

Lake Stevens man shot by deputies reportedly was suicidal

The fatal shooting is the latest incident where someone apparently wanted police to fire.

Man suspected of robbing Rite Aids

Mill Creek police released a sketch Monday evening of the suspect.

Suspect: Marysville church fire ignited by burning shoelaces

The 21-year-old told police it was an accident, but he’s under investigation for second-degree arson.

Police seek witnesses to Marysville hit-and-run

A Seattle man suffered broken bones in the accident.

Tracking device leads police to bank robbery suspect

The man walked into a Wells Fargo around 3:15 Tuesday and told the teller he had a bomb.

Mayor, others break ground on low-barrier housing in Everett

Somers: The complex is expected to save lives and “really shows the heart of this community.”

Volunteers conduct annual count of homeless population

They worked througha standard set of questions to learn why people have ended up where they are.

Former Everett councilman also sued his employer, the county

Ron Gipson says he suffered racial discrimination related to an investigation into sexual harassment.

Most Read