FDA "The Real Cost" Campaign

Despite the multiple ads cautioning teens of the dangers of smoking the FDA believes that they must act too on this cause.  However, the FDA has taken a different route, compared to other campaigns.  This campaign does not look at the long term effects of smoking, such as cancer and heart disease.  Due to the fact the FDA doesn't believe that these dangerous results are realistic to teens.  Therefore, the ad campaign focuses on the short term problems in which smoking may potentially cause.  The ads take on a graphic and humorous nature in order to appeal to the teenage demographic. 


The message strategy for each advertisements differs a bit.  However, some of the ads have stayed similar in nature, especially the ones dealing with dental problems.  One of the advertisements is a print ad of a close up on discolored teeth, the script of the ad reads, "Smoking cigarettes can cause yellow teeth, bad breath, and gum disease."  The picture of the yellowed is meant to show a realistic result of smoking in which a teenager may relate.  Another ad relating to dental hygiene is a television ad showing a girl paying for a pack of cigarettes with a tooth she pulls out of her mouth.  The ad provides the target audience with a graphic visual of the realities of smoking.  The FDA has indeed made it a point to provide the ugly short term dangers of smoking to their target audience.

"FDA launches its first national public education campaign to prevent, reduce youth tobacco use." US Food and Drug Administration Home Page. N.p., n.d. Web. 9 Feb. 2014.

http://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm384049.html