The Food and Drug Administration’s Center for Tobacco Products has partnered with FCB New York and Marvel Comics on “The Mind Control Menace,” a 16-page comic book that highlights the perils of vaping. The project represents the next phase of the FDA’s seven-year-old “The Real Cost” initiative, designed to prevent teen smoking.
“Marvel stories have always reflected the world around us, which allows us to find meaningful ways to reach fans of every age,” said Dan Buckley, president of Marvel Entertainment, in a statement. “As a brand, we recognize the impact of the FDA’s mission to combat nicotine and the effect it can have on youth, and we are honored to contribute to such an important campaign to raise awareness about the addictive nature of vaping.”
“For most teens, high school is a time to enjoy more independence and self-reliance,” said FCB EVP, executive creative director Gary Resch in the statement. “With our partners at Marvel, we’re framing addiction as an entity that subverts that freedom — which, for a 16-year-old, makes for a perfect villain.”