Using Hip-Hop To Grab Teens’ Attention: FDA Launches New Anti-Smoking Campaign
The agency says it's critical to find creative ways to target young people, especially in minority groups who traditionally have been at higher risk of becoming addicted to cigarettes.
The Washington Post:
How The FDA Is Trying To Keep ‘Hip-Hop’ Teens From Smoking
Can the federal government do hip-hop? That's the goal of a new ad campaign from the Food and Drug Administration, which aims to embrace the attitude and style of "hip-hop culture" in an effort to dissuade young African Americans, Hispanics and other minority teenagers from smoking. The $128 million "Fresh Empire" campaign, funded by fees on the tobacco industry, will include television ads, local outreach efforts and events featuring DJs and musicians -- all intended to curb smoking among minority teenagers. (Dennis, 10/6)
The Associated Press:
FDA's New Anti-Smoking Campaign Uses Hip-Hop To Target Youth
Government health officials are betting they can adapt the sounds, style and swagger of hip-hop culture to discourage young African Americans, Hispanics and other minority youths from using tobacco. ... FDA officials say research shows young people who identify with hip-hop are more likely to use cigarettes and other tobacco products than their peers. To be sure, hip-hop's origins as an anti-establishment, urban movement seem to clash with the federal government's buttoned-down image. But FDA officials predict they can convincingly pitch their message to hip-hop fans, based on focus group testing. (Perrone, 10/6)