October 7, 2015
The FDA has launched a national campaign, Fresh Empire, which focuses on preventing and reducing tobacco use in multicultural adolescents, aged 12-17 years, who identify with the ‘hip-hop’ community, according to a press release.
“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. The ‘Fresh Empire’ campaign underscores that important message to hip-hop youth, empowering this at-risk peer crowd to live tobacco free,” Mitch Zeller, director of the FDA’s Center for Tobacco Products, said in the release.