MERCADEO Versión en español
Altered L.A. produced the first FDA awareness campaign about dangers of smokeless tobacco
Manuela Walfenzao| 25 de abril de 2016
31,84% de los adolescentes en zonas rurales de EE UU experimentan con tabaco masticable
The real cost is the name of the first campaign focused on dangers of smokeless tobacco among U.S. rural teens. FDA and the production house Altered L.A. teamed up to produce the campaign ads which central message is Smokeless doesnt mean harmless. The three pieces: Face of dip, Pounds and Jeans , show that chewing tobacco can lead to mouth and esophageal cancer, tooth loss, nicotine addiction, gum disease and many other health problems. The campaign is based on the most recent data from the FDAs Population Assessment of Tobacco and Health (PATH) study showing that 31.84% of rural, white males 12-17 years of age are either experimenting with, or at-risk for, using smokeless tobacco, this amounts to approximately 629,000 male youth nationwide. “Not only is the target audience using smokeless tobacco at a high rate, but many do not fully understand the negative health consequences of their actions” said Mitch Zeller, director of the FDAs Center for Tobacco Products. “In communities where smokeless tobacco use is part of the culture, reaching at-risk teens with compelling messaging is critical to help change their understanding of the risks and harms associated with smokeless tobacco use.” The real cost campaigns messages are being amplified using traditional media – television, radio and print-, as well as digital advertising and social media. Altered L.A. was responsible for filming the three pieces with several challenges in art direction, makeup, special effects and settings.
