"The Real Cost": Reaching At-Risk Youth in a Fragmented Media Environment

Area of Science:

• Public Health
• Health Communication
• Tobacco Control

Background:

• The U.S. Food and Drug Administration (FDA) launched "The Real Cost" campaign in 2014.
• This initiative aimed to prevent cigarette smoking initiation among U.S. youth aged 12-17.
• Youth smoking remains a significant public health concern, necessitating targeted prevention strategies.

Purpose of the Study:

• To examine the development, implementation, and refinement of the paid media strategy for "The Real Cost" campaign.
• To detail how research and best practices informed the media targeting approach.
• To assess the campaign's reach and influence on at-risk youth.

Main Methods:

• Analysis of the paid media strategy from 2013 to 2016.
• Description of research and best practices integration.
• Evaluation of media targeting for a national campaign.

Main Results:

• The paid media strategy was systematically developed and refined over three years.
• Research and best practices successfully guided media targeting efforts.
• The campaign effectively reached and influenced thousands of at-risk adolescents.

Conclusions:

• "The Real Cost" campaign's paid media strategy demonstrated a successful model for youth smoking prevention.
• Evidence-based media targeting is crucial for impactful public health campaigns.
• The campaign reached a substantial number of teens, indicating potential for significant public health impact.