The Food and Drug Administration (FDA) will be launching its first youth tobacco prevention campaign “The Real Cost” on February 11th, 2014. The $115 million education campaign will target at-risk youth from ages 12 to 17 who express interest in smoking or are already experimenting with cigarettes. The FDA’s goal is to reduce the number of youth initiating tobacco use and experimenting with cigarettes. To achieve this goal, “The Real Cost” will feature two types of messages that focus on how teens view the long-term consequences of tobacco use and how they can be affected. A “Health Consequences” message will address cosmetic consequences of tobacco use such as tooth loss and skin damage. A “Loss of Control Leading to Addiction” message will focus on how cigarettes take control from teens’ lives. For additional information, see http://therealcost.betobaccofree.hhs.gov/.