The Food and Drug Administration is investing $128 million on the “Fresh Empire” campaign, that incorporates advertisements, local events and outreach in their attempt to discourage smoking among minority teenagers.
The Ads are challenging youths to wrestle control of their lives away from the grips of smoking.
“We know from our research that remaining in control is an important pillar of hip-hop culture. But smoking represents a loss of control, so tobacco use is actually in conflict with that priority,” -Mitch Zeller, director of the FDA’s Center for Tobacco Products.
The FDA has produced several Ads for this campaign but my favorite on is the one featuring the black female rapper with green highlighted hair. Her name is Jessica Williams.
Hopefully, she will get through to some young and old folks on the ills of smoking.