The Food and Drug Administration is launching an advertising campaign targeting at-risk youth highlighting the dangers of smoking.
The federal agency said Tuesday the campaign called “The Real Cost” is set to launch Feb. 11 and will include ads on TV and radio. It also will use print and social media.
Officials say the $115 million campaign will target more than 10 million young people ages 12 to 17 that are open to, or are already experimenting with, cigarettes.
The FDA says more than 700 kids under the age of 18 become daily smokers every day.
The ads will run in more than 200 markets throughout the U.S. for at least one year. Tobacco companies will foot the bill through user fees paid to the FDA.