Jeff Di Fiore

FDA: The Real Cost

WWE Brand Integration

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"The Real Cost" is a public health education campaign that was developed based on extensive research into the harmful effects of smoking, vaping, and other tobacco usage. Big tobacco companies use marketing and advertising tactics across teen-relevant communication channels to target younger audiences.

 

The WWE is the most popular sports entertainment among teenagers, and its Superstars are seen as heroes among fans. In this campaign, teenagers experience firsthand how smoking will prevent them from achieving their goals.