News / USA

US FDA Launching Major Anti-tobacco Campaign Aimed at Youth

FILE - Cigarette packs are displayed at a smoke shop in New York.
FILE - Cigarette packs are displayed at a smoke shop in New York.
Reuters
A major new anti-tobacco campaign will be launched in the United States next week aimed at vulnerable teenagers at risk of becoming addicted to cigarettes.
 
The $115 million campaign by the Food and Drug Administration will target the 10 million people aged 12 to 17 who are open to trying cigarettes or who are already experimenting with them and are in danger of becoming regular smokers, the FDA said.
 
The campaign is the first of several scheduled to be launched over the next two years that will target at risk, rural, gay, African American, and American Indian youth.
 
The goal of the campaigns is to reduce the number of youth cigarette smokers by at least 300,000 within three years, the FDA said. The first, called “The Real Cost” campaign, will launch on Feb. 11 and targets marginalized youngsters who may be starting to turn to tobacco as a way of coping with poor or stressful lives, Mitch Zeller, head of the FDA's tobacco products division, said at a media briefing on Monday.
 
The ads will appear in print and on TV and radio as well as on billboards and at bus stops, addressing typical teenage issues such as concerns with appearance and the desire to strike out and become independent.
 
One series of ads features a bully who demands money. A print ad shows a small, greasy-haired bully standing inside a school locker yelling, “Outside Now, Punk.” The tag line says: “You wouldn't take it from a tiny bully, but when you're hooked on tobacco, you're taking it from a cigarette.”
 
Another series of ads focuses on the cosmetic damage cigarettes can cause, especially to the skin and teeth.
 
In one TV ad a young girl goes into a convenience store to buy a packet of cigarettes. She hands over the money but the clerk says “it's not enough.” The girl reaches up and peels a large piece of skin off her face and slides it across the counter.
 
In a similar ad a young man asks for a packet of menthol cigarettes. When told by the clerk that the money is not enough he takes a wrench, pulls out one of his teeth, and hands that over too.
 
The ads, which were created by the advertising agency DraftFCB, a unit of Interpublic Group have been rigorously tested with the target audience, Zeller said, adding that he is “very optimistic” they will achieve the desired results of turning some kids away from smoking.
 
To judge whether campaign is successful, the FDA plans to monitor 8,000 young people over two years to measure changes in attitudes toward tobacco and on behavior before and after the campaign's launch.
 
Each day, more than 3,200 people under the age of 18 try their first cigarette and more than 700 become daily smokers, the FDA said.
 
Ninety percent of adult smokers start smoking before the age of 18, “which is why early intervention is so critical,” FDA Commissioner Margaret Hamburg said at the briefing.
 
The campaigns are expected to cost $400 million altogether. They are being funded with fees paid to the FDA by the tobacco industry under a 2009 law that gives the FDA authority to regulate cigarettes, cigarette tobacco and roll your own tobacco.
 
The agency is expected shortly to extend its regulatory authority to electronic cigarettes and cigars. The proposed regulations are currently being reviewed by the White House's Office of Management and Budget.

You May Like

Turkey's Controversial Reform Bill Giving Investors Jitters

Homeland security reform bill will give police new powers in search, seizure, detention and arrests, while restricting the rights of suspects, their attorneys More

Audio Slideshow In Kenyan Prison, Good Grades Are Path to Freedom

Some inmates who get high marks could see their sentences commuted to non-custodial status More

'Rumble in the Jungle' Turns 40

'The Champ' knocked Foreman out to regain crown he had lost 7 years earlier when US government accused him of draft-dodging and boxing officials revoked his license More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Victorious Secularists Face Challenge to Form Government in Tunisiai
X
Henry Ridgwell
October 30, 2014 11:39 PM
Official results from Tunisia show the Islamist Ennahda party has failed to win the second free election since the so-called "Arab Spring" uprising in 2011. Ennahda, which handed power to a government of technocrats pending the elections, lost out to the secular party Nidaa Tounes. Henry Ridgwell reports from London that the relatively peaceful poll offers some hope in a volatile region.
Video

Video Victorious Secularists Face Challenge to Form Government in Tunisia

Official results from Tunisia show the Islamist Ennahda party has failed to win the second free election since the so-called "Arab Spring" uprising in 2011. Ennahda, which handed power to a government of technocrats pending the elections, lost out to the secular party Nidaa Tounes. Henry Ridgwell reports from London that the relatively peaceful poll offers some hope in a volatile region.
Video

Video Africa Tells its Story Through Fashion

In Africa, Fashion Week is a riot of colors, shapes, patterns and fabrics - against the backdrop of its ongoing struggle between nature and its fast-growing urban edge. How do these ideas translate into needle and thread? VOA’s Anita Powell visited this year’s Mercedes Benz Fashion Week Africa in Johannesburg to find out.
Video

Video Smugglers Offer Cheap Passage From Turkey to Syria

Smugglers in Turkey offer a relatively cheap passage across the border into Syria. Ankara has stepped up efforts to stem the flow of foreign fighters who want to join Islamic State militants fighting for control of the Syrian border city of Kobani. But porous borders and border guards who can be bribed make illegal border crossings quite easy. Zlatica Hoke has more.
Video

Video China Political Meeting Seeks to Improve Rule of Law

China’s communist leaders will host a top level political meeting this week, called the Fourth Plenum, and for the first time in the party’s history, rule of law will be a key item on the agenda. Analysts and Chinese media reports say the meetings could see the approval of long-awaited measures aimed at giving courts more independence and include steps to enhance an already aggressive and high-reaching anti-corruption drive. VOA’s Bill Ide has more from Beijing.
Video

Video After Decades of Pressure, Luxembourg Drops Bank Secrecy Rules

European Union finance ministers have reached a breakthrough agreement that will make it more difficult for tax cheats to hide their money. The new legislation, which had been blocked for years by countries with a reputation as tax havens, was approved last week after Luxembourg and Austria agreed to lift their vetoes. But as Mil Arcega reports, it doesn’t mean tax cheats have run out of places to keep their money hidden.
Video

Video Kobani Refugees Welcome, Turkey Criticizes, US Airdrop

Residents of Kobani in northern Syria have welcomed the airdrop of weapons, ammunition and medicine to Kurdish militia who are resisting the seizure of their city by Islamic State militants. The Turkish government, however, has criticized the operation. VOA’s Scott Bobb reports from southeastern Turkey, across the border from Kobani.

All About America

AppleAndroid