The Real Cost

What It Is FDA's first youth tobacco prevention campaign, “The Real Cost,” targets atrisk youth aged 12-17 who are open to smoking or already experimenting with cigarettes. More than 10 million youth in the United States currently fall into this category. The objective of the campaign is to educate these at-risk youth about the harmful effects of tobacco use with the goal of reducing initiation rates among youth who are open to smoking and reducing the number of youth already experimenting with cigarettes that progress to regular use.