Content analysis of the use of fear in The Real Cost Youth E-cigarette Prevention Campaign

Aided recall of The Real Cost e-cigarette prevention advertisements among a nationally representative sample of adolescents

“…One change, however, is the use of teen-relevant digital media (e.g., social media, streaming services) as the primary method of dissemination for the e-cigarette prevention campaign ads. An overview of the campaign, as well as campaign visuals, can be viewed on the FDA’s website ( FDA, 2022 , FDA, 2019 ), their YouTube page ( The Real Cost, 2022 ), and in a recent content analysis of the campaign ( Xuan and Choi, 2021 ). Detailed information about ad placement is not shared publicly by the FDA.…”