The FDA announced yet another step in a multipronged approach to prevent teens and young people from using electronic cigarettes.

Called “The Real Cost,” the youth e-cigarette prevention campaign will target approximately 11 million young people, ages 12 to 17, and will explain the dangers of e-cigarettes. The effort will focus on youth who have used e-cigarettes or are open to trying them, according to the FDA.

The campaign features advertising on digital and social-media sites, as well as placing posters with e-cigarette prevention messages in about 10,000 high schools across the nation. The ads will run on age-verified digital platforms such as YouTube, Spotify, Pandora, Facebook and Instagram, as well as the campaign website.

Photograph courtesy of FDA