By Matthew Perrone, Health Writer
WASHINGTON (AP) --The Food and Drug Administration's latest anti-smoking campaign takes aim at young adults in the LGBT community, who officials say are nearly twice as likely to use tobacco as their peers.
The $35.7 million effort targets the estimated 40 percent of 2 million LGBT young adults in the U.S. who occasionally smoke. Dubbed "This Free Life," the campaign will begin running print, digital and outdoor advertising in 12 markets this week. The ads use the slogan "Freedom to be, Tobacco-Free," and are aimed at adults ages 18 to 24.
FDA officials attribute the higher smoking rate in the LGBT community to the "coming out" process, which can cause anxiety and social stigma that may drive people to use tobacco. The agency also points to research suggesting the use of tobacco by gay celebrities encourages younger people to take up smoking.
The federal campaign "is designed to challenge the perception that tobacco use is a necessary part of LGBT culture," said Richard Wolitski, an official with the Department for Health and Human Services, in a statement.
Tobacco companies are footing the bill for the campaign through fees charged under a 2009 law that created the FDA's tobacco program. Among other powers, the FDA can restrict marketing of tobacco products to young people and evaluate the health risks of new tobacco products before they launch.
Monday's announcement follows the launch of a similar $36 million anti-smoking campaign aimed at rural teenagers announced last month. Last year the FDA launched a $128 million campaign targeting urban minority youth using hip-hop music and culture.
Mike Pierantozzi joins Movers+Shakers as exec creative director
Creative agency Movers+Shakers has appointed Mike Pierantozzi as executive creative director. In this new role, he will help guide the creative direction of Movers+Shakers’ socially-native campaigns. Pierantozzi will report to co-founder and chief creative officer Geoffrey Goldberg.
With nearly two decades of experience as a copywriter, creative director, and multi-platform storyteller, Pierantozzi brings a wealth of knowledge from his work with major brands including Kraft, Unilever, IBM, and Walmart. He has led the creation of award-winning campaigns for agencies like Red Tettemer, Ogilvy, The Brooklyn Brothers, TAXI, Saatchi & Saatchi, and most recently, Vayner, where he spearheaded culturally iconic work for Planters including “Death of Mr. Peanut.” He led the National Down Syndrome Society and Luvs account, whose “First Kid. Second Kid” campaign was awarded by the Effies, ADC, Clios and LIAs.
Outside of the office, Pierantozzi practices what he teaches brands. He’s gone viral multiple times on his own TikTok account, featuring comedic interactions with his son and a trombone. He’s accumulated 15K followers on TikTok.
“Mike brings a rare and awesome combination of deep social and platform experience, a keen eye for excellent storytelling, and a humble and kind approach to leadership,” said Goldberg. “Mike’s got a knack for turning brand stories into cultural movements, making him the perfect fit for Movers+Shakers. He’s got the kind of bold vision and attention to culture that fits perfectly with our mission to push creative boundaries and drive industry firsts. Plus, as a creator himself he has the innate ability to make people stop, laugh, and share--which is exactly what we’re about.”
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