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FDA campaign takes new angle to target teen smoking Starting next week, will run for a year on websites, TV, the Internet, and in magazines aimed at teens. reaching kids on the cusp, said FDA commissioner Dr. Margaret Hamburg at a press briefing Tuesday morning. one party away from trying their first cigarette or have already experimented, she said, but they haven yet been hooked. Previous research suggests that teens aren really scared off from smoking by the possibility of getting lung cancer or heart disease down the road. not thinking about tomorrow, said FDA tobacco education director Kathy Crosby. don believe they ever get addicted. But, added Hamburg, 700 American teens do, on a daily basis. Whether the campaign will keep teens from lighting up remains anyone guess. One ad features a teenage girl places money on the counter to buy a pack of cigarettes and the cashier says, need a little more honey. The girl proceeds to peel off a section of skin from her face, making the point that cigarettes cost smooth skin as well as money. In another ad that particularly grimace-inducing, a teen boy is forced to remove a tooth with a pair of pliers when he purchases his pack. Other ads make cigarettes into bullies: when I say pause the movie, we pause the movie! screams a tiny cigarette-sized man with long greasy hair who proceeds to drag the teen outside by his collar. surprised the FDA would do this kind of messaging, said Dr. Gregory Connolly, a tobacco control expert at the Harvard School of Public Health. people are smart and you never want to do messaging that insults their intelligence like someone pulling skin off their face. girls told us in surveys that they could relate to her, Connolly said. story was believable but not over the top. The agency also surveyed 8,000 adolescents from around the country on their attitudes about smoking and will continue to follow them through the ad campaign to see whether their attitudes change after they are presumably exposed to the commercials repeatedly over the next 12 months. Much progress has already been made to reduce teen smoking than 9 percent of teens under 18 are regular smokers compared to 13 percent back in the 1990s. But the decline has slowed, according to Hamburg, and the agency hopes this initiative will speed it up.

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