F.D.A. The Real Cost #Uncanned Share: Intuition Marketing Score Awaiting client review n/a Date Published 25 March 2021 Reading Time 1-Minute Read The U.S. Food and Drug Administration wanted to educate rural, male teenagers about “The Real Cost” of smokeless tobacco Challenge The U.S. Food and Drug Administration wanted to educate rural, male teenagers about “The Real Cost” of smokeless tobacco, and decouple it from any positive associations they might have. You can still fish, hunt, play sports, “be a man,” attract girls, and fit in without dipping. Strategy BMG cast 12 male and female Instagram influencers to create motivational visual content. They were selected from the following niches: Fishing, Hunting, Sports, and Automotive. Influencers needed to have strong male, teen audiences in the F.D.A.’s target rural markets. Content was pulsed out between August 2019 – January 2020. Results 1.7 million Impressions 824,500 Engagements 61 Original Pieces of Content