You may have seen them, commercials which features videos with dancers, DJs, beat-boxers and rappers expressing their disdain for smoking. Turns out, the effort is an attempt from the FDA to harness hip-hop sounds, style and swagger to reach black, Hispanic and other minority teens — who disproportionately suffer the consequences of nicotine.
The campaign is called, “Fresh Empire.”
The ads first aired nationally in conjunction with the BET Hip-Hop Awards last fall. The campaign has also targeted hip-hop fans at concerts and other events, like the Hot 107.9 Birthday Bash in Atlanta and SneakerCon in the San Francisco Bay Area.
Check out the ad and full story on NPR below. I like this idea, btw.