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        Public Health Education

Public Health Education Campaigns

                        
                Next Legends Campaign
          How CTP Includes Public Input on its Education Campaigns


                The Real Cost Campaign
          This Free Life Campaign
          Every Try Counts Campaign
          Fresh Empire Campaign Home
          Tobacco Products
          Public Health Education
          Public Health Education CampaignsPublic Health Education Public Health Education Campaigns
  	
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Campaign Program Evolution
	Current Public Education Campaigns
	Digital Resources for Campaign Implementation
	Past Public Education CampaignsRooted in science, FDA’s tobacco public education campaigns are critical to our public health mission. FDA focuses on audiences with a higher risk of using tobacco products and uses media campaigns with dynamic advertising to convince youth to not use tobacco.

Today, e-cigarette use among youth remains high and e-cigarettes are the most commonly used product among youth. To maximize the impact on public health and address the high usage rates, FDA is focusing its prevention efforts to reduce youth use of e-cigarettes through “The Real Cost” campaign.

FDA has incorporated public input in its campaigns since "The Real Cost” cigarette prevention campaign was first launched in 2014. This feedback is an important part of the agency’s evidence-based campaign process.

As a part of FDA’s ongoing commitment to transparency and collaboration, the agency launched a webpage to describe how feedback from the public is solicited and incorporated into its public health education campaigns. In addition to describing the research process, the webpage also provides ways to engage with the campaigns, such as via social media, email, or even at upcoming conferences.

Campaign Program Evolution

CTP---Campaigns---Campaign-Timeline-1000px
Current Public Education Campaigns

**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 use of e-cigarettes among youth. “The Real Cost” campaign also educates youth on the health consequences of smoking cigarettes.

**Next Legends**

"Next Legends" is a new youth e-cigarette prevention campaign that aims to educate American Indian and Alaska Native (AI/AN) youth, ages 12-17, about the harms of vaping. Research has shown AI/AN youth are more susceptible to tobacco than their non-Native peers, and they demonstrate disproportionately high experimentation and current use of e-cigarettes.

Digital Resources for Campaign Implementation

Materials and resources from FDA on lessons in campaign implementation, measurement, and recommendations on digital best practices are available, including the resources below:

Influencers 101: Best Practices and Practical Approaches for Public Health Campaigns
	Webinar Recording: The Golden Age of TV is OverIf you have questions about our campaigns, please contact us: tobaccocampaigns@fda.hhs.gov

Past Public Education Campaigns

From 2015 through 2020, FDA implemented several media campaigns to reach discrete audiences and address specific tobacco product usage. These campaigns have ended, and lessons learned from each campaign continue to be incorporated in current campaigns and public education efforts.

**Fresh Empire**
	Prevented cigarette use among African American, Hispanic, and Asian American/Pacific Islander youth ages 12-17 who identify with hip-hop culture.
	**This Free Life**
	Prevented cigarette use among lesbian, gay, bisexual, transgender, and queer (LGBTQI+) young adults ages 18-24.
	**Every Try Counts**
	Encouraged adult cigarette smokers to quit through messages of support that underscore the health benefits of quitting.
	**The Real Cost Smokeless Tobacco**
	Prevented smokeless tobacco use among rural male youth ages 12-17.

                                                                                  Content current as of:
      02/09/2023
                  
                   
Regulated Product(s)
		 TobaccoPublic Health Education Campaigns                
                          

                        Next Legends Campaign
          How CTP Includes Public Input on its Education Campaigns


                        The Real Cost Campaign
          This Free Life Campaign
          Every Try Counts Campaign
          Fresh Empire Campaign
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