The Real Cost E-Cigarette Prevention Campaign
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Background
Youth e-cigarette use remains an ongoing public health concern. In 2022, more than 2.5 million U.S. middle and high school students currently used e-cigarettes1.
Our Goal: Educate youth about the dangers of e-cigarette use. The campaign addresses the “cost-free” mentality in middle and high schoolers with messages about the health consequences and risk of addiction from using e-cigarettes.
Campaign Research
How Research Guides Our Campaign
FDA conducts research with teens on an ongoing basis, including focus groups and surveys across the country. Our research, which is diverse in geography, race and ethnicity, gender, age, provides key insights about potential campaign ads and messages.
Our Approach
“The Real Cost” e-cigarette prevention campaign uses a variety of marketing tactics and creative advertising to reach its audience. Advertising and prevention materials are delivered across teen-relevant communication channels, including:
- Television ads
- Online video ads
- Social media
- Media partnerships with youth-focused content, such as Marvel Comics and Rick and Morty
- “The Real Cost” campaign’s youth-focused website
- Posters for high schools nationwide
Campaign Resources
Quitting Resources for Youth
FDA partners with the National Cancer Institute’s (NCI) Smokefree.gov initiative to provide youth with resources for quitting e-cigarettes. Resources and information on Teen.smokefree.gov/therealcost are designed specifically for youth audiences by cessation experts. “The Real Cost” campaign connects youth to these resources on social media and various digital platforms (Spotify, Pandora, Wattpad, etc.). Some of the quit tools and resources include:
- Online chat with counselors trained to help youth quit
- SmokefreeTXT for Teens and quitSTART App to help quit smoking
- Quit Builder tool to help teens make a personalized quit plan
- Quizzes and Surveys to help teens understand vaping addiction
- Information about nicotine addiction and withdrawal
Vaping Prevention and Education Resource Center
The FDA’s Vaping Prevention and Education Resource Center is an online hub with science-based, standards-mapped materials teachers can use to help students understand the dangers associated with vaping and nicotine addiction. The resource center features numerous age-appropriate, cross-curricular resources for teachers to promote learning and begin having open conversations with youth about vaping.
In addition to content designed for teachers, there are also materials for parents and teens. All content on the resource center is free, easy to navigate, and optimized for each audience.
Free Tobacco Education Materials at FDA Tobacco Education Resource Library
Download or order free youth e-cigarette prevention posters and infographics:
Learn more about print materials, web content, and social media posts available for free to help keep communities informed about tobacco-related issues
Campaign Ads
Video
Awards and Recognition
- Effie Awards
- 2022: Bronze Effie in the Disease Awareness and Education category
- 2021: Bronze Effie in the Disease Awareness and Education category
- ARF David Ogilvy Awards
1. Cooper M, Park-Lee E, Ren C, Cornelius M, Jamal A, Cullen KA. Notes from the Field: E-cigarette Use Among Middle and High School Students — United States, 2022. MMWR Morb Mortal Wkly Rep 2022;71:1283–1285. DOI: http://dx.doi.org/10.15585/mmwr.mm7140a3.
2. Gentzke AS, Wang TW, Cornelius M, et al. Tobacco Product Use and Associated Factors Among Middle and High School Students – National Youth Tobacco Survey, United States, 2021. MMWR Surveill Summ 2022;71(No. SS-5): 1-29. DOI: http://dx.doi.org/10.15585/mmwr.ss7105a1.