"The Real Cost" campaign launched in 2014 with the goal of educating at-risk teens about the harmful effects of cigarette smoking by using a science-based approach, including the behavior change theory. The campaign is created by the FDA's Center for Tobacco Products.
In 2018, “The Real Cost” developed a new series of messages in response to the upward trend of youth smoking electronic nicotine devices (ENDs) or vaping. These messages were focused on reaching the 10.7 million youth aged 12-17 who have ever used e-cigarettes or are open to trying them. To find out more about this campaign, click HERE or view the two example 30 second videos below.
In January 2020 “The Real Cost” launched the “Teen True Stories” featuring 3-4 min videos that feature real teens talking about the different aspects on how vaping affected their lives (mental health, future, sports performance, and relationships). These videos were first aired on Awesomeness TV YouTube channel. Then, amplified through TV, online videos and social media channels such as Instagram, Facebook, Snapchat, and TikTok. The example video posted below focuses on how vaping impacted her mental health.