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

WHO: Anti-Ebola Efforts Should Focus on West Africa

Official says WHO is 'reasonably confident' countries bordering those hardest hit by the Ebola outbreak are not seeing the virus crossing their borders More

South Sudan Crisis Threatens Development

Economic costs and lost development opportunities in South Sudan have erased what little progress the country has made since independence in 2011 More

Ukrainian PM Warns: Russia May Try to Disrupt Sunday Poll

Arseniy Yatsenyuk orders full security mobilization for parliamentary election to prevent ‘terrorist acts’ from being carried out More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
After Decades of Pressure, Luxembourg Drops Bank Secrecy Rulesi
X
October 21, 2014 12:20 AM
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 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.
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 US ‘Death Cafes’ Put Focus on the Finale

In contemporary America, death usually is a topic to be avoided. But the growing “death café” movement encourages people to discuss their fears and desires about their final moments. VOA’s Jerome Socolovsky reports.
Video

Video Ebola Orphanage Opens in Sierra Leone

Sierra Leone's first Ebola orphanage has opened in the Kailahun district. Hundreds of children orphaned since the beginning of the Ebola outbreak face stigma and rejection with nobody to care for them. Adam Bailes reports for VOA about a new interim care center that's aimed at helping the growing number of children affected by Ebola.
Video

Video Young Nairobi Tech Innovator on 'Track' in Security Business

A 24-year-old technology innovator in Nairobi has invented a tracking device that monitors and secures cars. He has also come up with what he claims is the most robust audio-visual surveillance system yet. As Lenny Ruvaga reports from the Kenyan capital, his innovations are offering alternative security solutions.
Video

Video Latinas Converting to Islam for Identity, Structure

Latinos are one of the fastest growing groups in the Muslim religion. According to the Pew Research Center, about 6 percent of American Muslims are Latino. And a little more than half of new converts are female. VOA’s Carolyn Presutti travelled to Miami, Florida -- where two out of every three residents is Hispanic -- to learn more.
Video

Video Exclusive: American Joins Kurds' Anti-IS Fight

The United States and other Western nations have expressed alarm about their citizens joining Islamic State forces in Syria and Iraq. In a rare counterpoint to the phenomenon, an American has taken up arms with the militants' Syrian Kurdish opponents. Elizabeth Arrott has more in this exclusive profile by VOA Kurdish reporter Zana Omer in Ras al Ayn, Syria.
Video

Video South Korea Confronts Violence Within Military Ranks

Every able-bodied South Korean male between 18 and 35 must serve for 21 to 36 months in the country’s armed forces, depending upon the specific branch. For many, service is a rite of passage to manhood. But there are growing concerns that bullying and violence come along with the tradition. Reporter Jason Strother has more from Seoul.
Video

Video North Carolina Emerges as Key Election Battleground

U.S. congressional midterm elections will be held on November 4th and most political analysts give Republicans an excellent chance to win a majority in the U.S. Senate, which Democrats now control. So what are the issues driving voters in this congressional election year? VOA National Correspondent Jim Malone traveled to North Carolina, one of the most politically competitive states in the country, to find out.
Video

Video Comanche People Maintain Pride in Their Heritage

The Comanche (Indian nation) once were called the “Lords of the Plains,” with an empire that included half the land area of current day Texas, large parts of Oklahoma, New Mexico, Kansas and Colorado.The fierceness and battle prowess of these warriors on horseback delayed the settlement of most of West Texas for four decades. VOA’s Greg Flakus reports from Lawton, Oklahoma, that while their warrior days are over, the 15,000 members of the Comanche Nation remain a proud people.
Video

Video Turkey Campus Attacks Raise Islamic Radicalization Fears

Concerns are growing in Turkey of Islamic radicalization at some universities, after clashes between supporters of the jihadist group Islamic State (IS) or ISIS, and those opposed to the extremists. Pro-jihadist literature is on sale openly on the streets of Istanbul. Critics accuse the government of turning a blind eye to radicalism at home, while Kurds accuse the president of supporting IS - a charge strongly denied. Henry Ridgwell reports from London.

All About America

AppleAndroid