The Food and Drug Administration (FDA) is spending $128 million to use "hip-hop culture" to convince young minorities not to smoke.
The Associated Press reports:
Government health officials are betting they can adapt the sounds, style and swagger of hip-hop culture to discourage young African Americans, Hispanics and other minority youths from using tobacco.
The Food and Drug Administration said Tuesday that it will spend $128 million on the "Fresh Empire" campaign, which incorporates advertisements, local events and outreach to try and curb smoking among minority teenagers.
The FDA said it is targeting the "hip-hop peer crowd" between the ages of 12 and 17, and will begin airing advertisements during the BET Hip-Hop awards next week.
The agency said the campaign is being funded by tobacco taxes.
