WASHINGTON (AP) — The Food and Drug Administration will try to harness the sounds, style and attitudes of hip-hop into a multi-million dollar anti-smoking campaign to discourage young African Americans, Hispanics and other groups from using tobacco.
The federal agency says it will spend $128 million on advertising, events and local outreach as part of the “Fresh Empire” campaign, which aims to curb the use of cigarettes and other tobacco products among minority teenagers.
FDA officials say research shows young people who identify with hip-hop are more likely to smoke than their peers.
It’s the second in a series of FDA media campaigns designed to educate the public about the dangers of tobacco use.
Tobacco companies are footing the bill for the campaigns through fees charged by the FDA under a 2009 law.
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