The U.S. Federal Drug Administration's (FDA) Center for Tobacco Products has launched a new "The Real Cost" media campaign focused on preventing youth e-cigarette use. The campaign aims to reach 10.7 million youth (ages 12-17), who have used e-cigarettes or are open to trying them. Similar to prevention "Real Cost" ads, the campaign will feature hard-hitting, graphic messages and will run on digital and social media sites popular with teens. E-cigarette prevention posters will also be placed in high schools across the country.