Hasta La Creative!

The Food and Drug Administration is rolling out an ambitious anti-smoking campaign designed to dissuade young people from picking up the habit by appealing to their vanity.

DraftFCB is handling creative for the campaign, a two-year, $115 million campaign with the tagline “The Real Cost.” Initiative is overseeing the media buy.

Ads are slated to appear in 200 markets starting Feb. 11, with TV, print and radio spots on networks like MTV and magazines such as Teen Vogue. Out-of-home ads will appear in places such as bus shelters where teens often pass through. Digital components will include a presence on Twitter, Facebook, YouTube, Instagram and Tumblr.

Continue reading at AdAge.com