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New smoking campaign targets teens' looks
Today the FDA will launch a $115 million- ad campaign designed to scare off teen smokers.
"Smoking causes wrinkles that age you prematurely."
To reach teens, the agency is appealing to two of things they value the most. Losing control and their looks. The ads have tag lines asking what do cigarettes cost? One answer is your smooth skin and another is your teeth.
"The feedback we got from the target audience, these kids, was that these messages were understandable. They were powerful. They were meaningful. And they made them think about smoking."
According to the FDA, more than 3,200 teens try their first cigarette each day and more than 700 under 18 become daily smokers. The agency is hoping to reduce the number of youth cigarette users by at least 300,000 within 3 years.