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A federal tobacco education campaign has been credited with preventing nearly 350 000 adolescents from taking up smoking in recent years.
A study in the Morbidity and Mortality Weekly Report described how youths responded to the US Food and Drug Administration’s The Real Cost campaign. Based on behavior change theories, the advertising program was designed to keep kids who had never smoked from starting and persuade young smokers to stop. Aimed at youths aged 12 to 17 years, The Real Cost aired national educational ads beginning in 2014 on television, radio, and the internet as well as in magazines and movie theaters.
Youths Recognize Costs of Smoking. JAMA. 2017;317(8):799. doi:10.1001/jama.2017.0723
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