FDA Launches $35.7 Million LGBT Anti-Smoking Campaign

Eric Scheiner | May 3, 2016 | 12:08pm EDT
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Image From FDA "This Free Life" PSA.

(CNSNews.com) - The U.S. Food and Drug Administration (FDA) have just launched an anti-tobacco campaign focused on young adults who are lesbian, gay, bisexual and transgender.

The new campaign, “This Free Life,” costs $35.7 million that was collected from the tobacco industry.

According to the FDA, the campaign “uses authentic and credible messages from members of the LGBT community encouraging other members to be tobacco-free.”

“This Free Life will challenge the perception that tobacco use is a necessary part of being LGBT and show that living tobacco-free is an important factor in leading a long and healthy life. This Free Life uses a variety of integrated marketing tactics including paid media, engagement through multiple digital platforms, and outreach at the local level,” the FDA campaign material says.

A FDA release says the campaign is important because, “LGBT young adults are nearly two times as likely to use tobacco as other young adults, resulting in tens of thousands of LGBT lives being lost to tobacco use each year. Through This Free Life, FDA’s ultimate goal is to reduce disease, disability, and death related to tobacco use among LGBT young adults.”

Part of the campaign is a series of videos featuring drag queens, coming-out stories, and party and club going - all with an anti-smoking message.

“This Free Life” campaign launches in 12 markets in the U.S. this week.


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