The Food and Drug Administration announced Tuesday that it will initiate an ad campaign to educate rural, white male teenagers about the health consequences of smokeless tobacco use.
Almost 32 percent of rural, white males 12 to 17 years of age are either experimenting with, or at-risk for, using smokeless tobacco.
"In communities where smokeless tobacco use is part of the culture, reaching at-risk teens with compelling messaging is critical to help change their understanding of the risks and harms associated with smokeless tobacco use," said Mitch Zeller, director of the FDA's Center for Tobacco Products.
The campaign is an extension of the FDA's continuing efforts to prevent at-risk youth from beginning tobacco use—the name of the general campaign is "The Real Cost," which was launched in February 2014. Under this general campaign, the organization also created "Fresh Empire," which aimed to educate multicultural youth about the dangers of tobacco use.
The new campaign geared toward rural youths will also collaborate with some Minor League Baseball teams to address the link between the sport and smokeless tobacco.