Anti-smoking campaign targeting ‘hard to reach’ hip-hop teens launched

A Fresh Empire campaign material

WASHINGTON: The US Food and Drug Administration (FDA) on Tuesday announced the launch of a national anti-smoking campaign to prevent and reduce tobacco use among "hip-hop" teens who it said are "often hard to reach and frequently exposed to pro-tobacco images and messages."

The 128-million-US-dollar "Fresh Empire" campaign, funded by tobacco user fees, will try to associate living tobacco free with a hip-hop lifestyle through a variety of interactive marketing strategies, including the use of traditional paid media, engagement through multiple digital platforms, and outreach at the local level.