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FDA The Real Cost: Auctioneer
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This week, the FDA, in partnership with its agency of record, FCB New York, is embarking on a new campaign to show how withdrawal from nicotine in cigarettes can lead to symptoms of anxiety, feeling angry or irritable, insomnia, excessive worrying, restlessness, and fatigue - key factors that negatively impact mental health among teens. The new campaign is the latest push under the FDA’s The Real Cost initiative to focus on combating cigarette smoking among teens. This latest national creative launching across social media (TikTok and Snapchat), digital, and radio sets out to provoke teens to rethink what they know about the dangers of smoking - which, in their minds, is often associated with longer-term health issues and addiction - and instead consider the immediate effects cigarette cravings and withdrawal will have on their mental health and wellness. Driving the campaign is a spot called 'Auctioneer,' which centres on a sinister lead character auctioning off a series of mental health issues ranging from the inability to sleep, to lack of concentration, and ultimately, to overall peace of mind. The item on the block, a pack of cigarettes, is being offered to an audience of nervous teen bidders previously unaware of what’s actually on the line when they decide to smoke cigarettes. The work highlights how cigarette cravings from withdrawal can lead to anxiety, exacerbating an already prominent problem among teens in the US. A second spot, 'Said Every Smoker Ever,' focuses on nicotine addiction as seen through the eyes of a teenage girl trying to rationalise how she will avoid becoming addicted to cigarettes. Believing her addiction is different from that of the elders who surround her, she is met with the harsh reality that the mental and physical effects of nicotine addiction have destined her for the same fate.
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