• by Larissa Faw , May 4, 2017

The Food and Drug Administration Center for Tobacco Products is reaffirming its relationship with FCB New York, following a formal review. The five-year, $625 million account will be serviced by the IPG-created unit True North Communications, which is comprised of FCB, Initiative, Society and Rescue, a behavior change agency.

The consortium will work on an integrated campaign that includes research, creative, social, media strategy, as well as partnerships. There will be specific outreach to select demographics, including multicultural teens, LGBT and "rural at-risk youth."

Previous creative messaging has won accolades through its shock-and-awe tactics to encourage today's youth to avoid tobacco products.

Last March, FCB New York extended its "The Real Cost" campaign with the "Little Lungs" PSA that tells the story of "a pair of lungs that smoked as a teen and never grew to normal size" on a series of misadventures that always end with Little Lungs facing unexpected misfortune.