The FDA targets teens' mental health worries in anti-smoking push

The push includes two new PSAs created via FCB New York.

The first spot depicts an auction where young smokers offer up intangible items like “peace of mind” and “ability to concentrate” in exchange for cigarettes. The narrator inquires about the cost of a pack of cigarettes. “Your mental health,” they reply. The ad ends with the statement “Cigarettes can lead to anxiety.”

In the second ad, “Said Every Smoker Ever,” a teen tries to rationalize their use of cigarettes, claiming they’ll stop before they get hooked. Throughout the video, the teen’s voice is replaced by those of older smokers who debunk the younger one’s statements.

The 30-second spots are running nationally across TikTok, Snapchat, and radio. They were directed by Yann Demange at Reset.

The ads are an extension of the FDA’s ongoing “Real Cost” platform—first launched in 2014 to address the issue of smoking among youth. Four years ago, due to the rise in teen vaping, the agency pivoted the focus on the platform to vaping and launched its first vaping education campaign.

However, the new campaign turns the attention back to cigarettes. In 2022, about one of every 6 high school students, 16.5%, reported current use of a tobacco product, according to CDC data. The CDC also states that there is a strong relationship between youth smoking and depression, anxiety, and stress.

“Gen Z is very willing to engage in conversations about their mental health, so to introduce them to the science about nicotine withdrawal, cigarette cravings, and anxiety is likely to resonate with them in a meaningful way,” said Kathy Crosby, director of the Center for Tobacco Products’ Office of Health Communication and Education, in a statement. “We’re really excited about the compelling nature of the work and look forward to continuing the dialogue.”

“Most young smokers live with the illusion that they can smoke casually and remain immune to the risks of nicotine addiction,” added Gary Resch, executive creative director at FCB NY. “This campaign flips that illusion into disillusionment by using the regretful voices of older smokers who were similarly in denial when they themselves were teens.”