FDA Launches $128 Million Campaign to Discourage Minority Teens from Smoking

Strategic Insights -

The Food and Drug Administration is betting it can adapt the sounds and style of hip-hop culture to discourage African-Americans, Hispanics, and other minority youths from using tobacco. The FDA will spend $128 million on the "Fresh Empire" campaign, which incorporates advertisements, local events, and outreach to try to curb smoking among minority teenagers. The campaign's message is based on research showing that young people who identify with hip-hop are more likely to use cigarettes and other tobacco products than their peers.

Key Takeaways:

  • The FDA will spend $128 million on the "Fresh Empire" campaign to discourage minority teens from smoking.
  • The campaign incorporates advertisements, local events, and outreach to reach minority youths.
  • Research shows young people who identify with hip-hop are more likely to use cigarettes and other tobacco products than their peers.
  • Smoking almost always starts between ages 12 and 17, and 90% of adult smokers report they smoked their first cigarette by age 18.
  • The campaign will roll out in 36 markets throughout the U.S. and continue for at least two years.
  • The ads will debut nationally during the BET Hip-Hop Awards, which are scheduled for Tuesday.
  • Cigarette smoking is responsible for more than 480,000 deaths in the U.S. each year.
  • The campaign is the second in a series of FDA media campaigns designed to educate the public about the dangers of tobacco use.
  • Tobacco companies are footing the bill for the campaigns through fees charged by the FDA.

Statistics:

  • $128 million will be spent on the "Fresh Empire" campaign.
  • 90% of adult smokers report they smoked their first cigarette by age 18.
  • 480,000 deaths in the U.S. are attributed to cigarette smoking each year.
  • Smoking almost always starts between ages 12 and 17.

Sources:

  • Food and Drug Administration
  • Mitch Zeller, Director of the FDA's Center for Tobacco Products
  • Centers for Disease Control and Prevention
  • Associated Press: "FDA Launches $128 Million Campaign to Discourage Minority Teens from Smoking"
  • Associated Press: "Cigarette Smoking is Leading Preventable Cause of Death in US"