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Rooted in science, FDA’s public education campaigns are critical to our public health mission. In order to maximize the impact on public health, FDA focuses public education efforts on reaching at-risk audiences using paid media campaigns, which are a proven, evidence-based component that are part of an effective, comprehensive tobacco control effort. FDA has prioritized prevention efforts to address youth use of e-cigarette products and will continue to maintain youth cigarette prevention through the “The Real Cost” campaign. FDA monitors national usage rates of all tobacco products to determine the most pressing needs for public education efforts. Learn more about public education campaigns that have been implemented to reach at-risk and vulnerable populations.

The Real Cost Logo

The Real Cost

FDA’s award-winning public education campaign, “The Real Cost,” continues to prevent youth from tobacco initiation and use. In 2017, the campaign began prioritizing e-cigarette prevention messaging to combat increasing youth vaping rates. “The Real Cost” campaign also educates teens on the health consequences of smoking cigarettes.



Fresh Empire campaign logo

Fresh Empire

Prevented cigarette use among at-risk African American, Hispanic, and Asian American/Pacific Islander youth ages 12-17 who identify with hip-hop culture. 

This Free Life campaign logo

This Free Life

Prevented cigarette use among Lesbian, Gay, Bisexual, and Transgender (LGBT) young adults ages 18-24. 

Every Try Counts

Every Try Counts

Encouraged adult cigarette smokers to quit through messages of support that underscore the health benefits of quitting. 

Free Tobacco Education Materials at the FDA Tobacco Education Resource Library

Learn more about print materials, web content, and social media posts available for free that help keep communities informed about tobacco-related issues.

Woman using laptop in library

Resources for Parents and Educators

Parents and educators can play an important role in fighting tobacco use among youth. FDA offers a variety of free resources about the health consequences of youth e-cigarette use. Use these resources to learn more and to start an honest conversation with your child or student about the dangers of youth tobacco use.

Health Information

The landscape of tobacco use is quickly changing. Learn more about topics that FDA is researching and tracking to inform our regulatory policies and to protect public health.

What you need to know about tobacco products and their components

Tobacco Use and Impacts


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