WASHINGTON (AP) – Government health officials are betting they can adapt the sounds, style and swagger of hip-hop culture to discourage young African Americans, Hispanics and other minority youths from using tobacco.
The Food and Drug Administration said Tuesday that it will spend $128 million on the “Fresh Empire” campaign, which incorporates advertisements, local events and outreach to try and curb smoking among minority teenagers.
FDA officials say research shows young people who identify with hip-hop are more likely to use cigarettes and other tobacco products than their peers.
To be sure, hip-hop’s origins as an anti-establishment, urban movement seem to clash with the federal government’s buttoned-down image. But FDA officials predict they can convincingly pitch their message to hip-hop fans, based on focus group testing.
“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,” said Mitch Zeller, director of the FDA’s Center for Tobacco Products.