Source: USA TodayPublished: February 4, 2014   WASHINGTON — The Food and Drug Administration is launching the government's largest effort yet to curb tobacco use among at-risk teens. The $115 million media campaign stems from the FDA's new authority to regulate tobacco, granted by a 2009 law, says commissioner Margaret Hamburg. The ads will target the roughly 10 million American teens who are open to smoking or are already experimenting with cigarettes, she says. That investment "is one of the most important efforts in recent times in the effort to reduce youth smoking," says Matthew Myers, president of the Campaign for Tobacco-Free Kids. "The FDA has carefully researched which ads will have the greatest impact on at-risk youth. These were designed with the same scientific rigor that Madison Avenue uses to market its products." Many "at-risk" kids see smoking as a temporary coping mechanism to help them deal with the "chaos" caused by poverty, violence or family turmoil, said Mitch Zeller, director of the FDA's Center for Tobacco Products. This ad dramatizes one of the real costs of smoking, namely that smoking can cause wrinkles that age you prematurely.(Photo: FDA) "We are not talking about happy-go-lucky kids," Zeller said. "They don't see themselves as smokers. They think they will be able to quit." Although the first round of ads will aim for a broad audience, later campaigns will target specific groups, such as gay teens and Native Americans, Zeller said. Ads from the campaign, called "The Real Cost," will run on [...]