Box 6

The Real Cost

“The Real Cost” campaign by the FDA’s Center for Tobacco Products targets teenagers at risk for using tobacco products, particularly cigarettes.1 It was first launched in 2014 and was expanded to include e-cigarettes in 2018. The campaign first collects data to understand teens’ beliefs and attitudes toward tobacco products, and how to reach them with targeted messages. Campaign ads appear in media channels most likely to be used by teens (e.g., YouTube, Snapchat, etc.). Analyses estimated that for the period February 2014 to November 2016, “The Real Cost” cigarette campaign was cost effective in preventing up to 348,398 youth from trying cigarettes.2,3 The expected cost savings over time, due to reductions in smoking-related health care costs, disability, and lost wages, is estimated to be $53 billion.4

Sources

  1. Duke JC, MacMonegle AJ, Nonnemaker JM, et al. Impact of The Real Cost Media Campaign on Youth Smoking Initiation. American Journal of Preventive Medicine. 2019;57(5):645-651.
  2. Farrelly MC, Duke JC, Nonnemaker J, et al. Association Between The Real Cost Media Campaign and Smoking Initiation Among Youths — United States, 2014–2016. Morbidity and Mortality Weekly Report. 2017;66(2).
  3. MacMonegle AJ, Nonnemaker J, Duke JC, et al. Cost-Effectiveness Analysis of The Real Cost Campaign's Effect on Smoking Prevention. American Journal of Preventive Medicine. 2018;55(3):319-325.
  4. U.S. Food & Drug Administration. The Real Cost: A Cost-Effective Approach. Accessed 11/11/2024, 2024. https://www.fda.gov/tobacco-products/real-cost-campaign/real-cost-cost-effective-approach