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FDA’s award-winning public education campaign, “The Real Cost,” recognizes its 10th anniversary and continues to prevent youth from starting using tobacco products.
- Background
- Our Approach
- Awards and Recognition
FDA’s first tobacco prevention campaign, “The Real Cost,” was launched in 2014. In its first two years, research showed “The Real Cost” prevented up to 587,000 youth ages 11 to 19 from initiating smokingbetween February 2014 and November 2016, half of whom might have gone on to become established adult smokers. Our Goal: Educate youth ages 12 to 17...
“The Real Cost” cigarette prevention campaign uses digital marketing tactics and creative advertising to educate the audience on the negative consequences of smoking. Some of these marketing tactics included: 1. Digital and streaming video advertising 2. Streaming audio advertising 3. Social media to engage the audience 4. A variety of influencers ...
Anthem AwardsEffie AwardsFestival of Media AwardsThe One Show Award1 de feb. de 2019 · “The Real Cost” prevented nearly 350,000 U.S. youths aged 11–18 years from initiating smoking from February 2014 to March 2016, 21 further adding to the substantial evidence that mass media campaigns can be an effective intervention for protecting public health.
- April L. Brubach
- 2019
FDA’s award-winning youth tobacco prevention campaign, “The Real Cost,” aims to prevent susceptible youth from trying tobacco and keep experimenters from becoming regular tobacco users.
In February 2014, the Food and Drug Administration launched The Real Cost, a national youth tobacco prevention campaign. This article examines youth receptivity to potential campaign ads using data from 3 message pretesting studies featuring the same design and consistent instrumentation.
- Xiaoquan Zhao, Tesfa N. Alexander, Leah Hoffman, Chaunetta Jones, Janine Delahanty, Matthew Walker, ...
- 2016
Giving you the most accurate, up-to-date information about the harmful effects of tobacco use, so you know the real cost of smoking, vaping, and other tobacco use. For more information, visit: www.fda.gov/tobacco. Please contact TheRealCost@fda.hhs.gov if you have any questions about “The Real Cost” campaign.
A Report of the Surgeon General. Atlanta, GA: U.S. Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health; 2014. Food and Drug Administration (FDA).
