A series of anti-smoking advertising campaigns targeting specific smoking communities will begin 11 Feb with ads geared to youth aged 12 to 17, the Associated Press reported.

USD 115 million (EUR 85 million) paid for by tobacco companies will be spent to spread “The Real Cost” message through media venues selected for their appeal to youth. Results will be monitored over two years through target group of 8,000 youths between the ages of 11 and 16, the AP said. Groups that will be the subject of future campaigns include older youth, the military, homosexuals, minorities, rural residents and low-income earners, the AP said.