be at higher risk for some of the most serious negative health outcomes.”
No major recording artists are associated with the FDA campaign, but agency officials said they are working with “DJs, musicians and artists,” at the local level who can influence young people.
Smoking almost always starts between ages 12 to 17, according to figures quoted by the FDA. Nearly 90 percent of adult smokers report they smoked their first cigarette by age 18, which is why anti-tobacco efforts often focus on reaching adolescents.
The new campaign will roll out next week in 36 markets throughout the U.S. and continue for at least 2 years. The ads will debut nationally during the BET Hip-Hop Awards, which are scheduled for Oct. 13.
“Fresh Empire” 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 under a 2009 law that gave the agency authority over certain aspects of the tobacco industry. Among other powers, the law allows the FDA to restrict marketing of tobacco products to young people and gives the agency authority to evaluate the health risks of new tobacco products before they launch.
Cigarette smoking is responsible for more than 480,000 deaths in the U.S. each year, the leading preventable cause of death, according to the Centers for Disease Control and Prevention.