More than 4 million minority youth smoke or experiment with cigarettes, highlighting a need for stronger, more targeted youth tobacco prevention efforts. Fresh Empire is FDA's first public education campaign designed to reduce and prevent tobacco use among at-risk multicultural youth ages 12-17 who identify with hip-hop culture.
The aim of the Fresh Empire campaign is to associate living tobacco-free with desirable hip-hop lifestyles through a variety of interactive marketing tactics including the use of traditional paid media, engagement through multiple digital platforms and outreach at the local level.
While multicultural teens identify with multiple peer crowds, the FDA is targeting youth who identify with the hip-hop peer crowd because research estimates that these youth are more likely to use tobacco than other youth.
This new campaign is part of the FDA’s ongoing efforts to combat tobacco initiation among youth, and will complement the FDA’s general market at-risk youth education campaign, “The Real Cost.”
Visit the FDA website to learn more about how you can join the effort to reduce tobacco use among youth.