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MXM Wins Gold Effie Award for Work on FDA The Real Cost Campaign

July 21, 2015

More than 10 million teens (age 12-17) in the United States are either open to trying smoking or are already experimenting with cigarettes. And every day, nearly 2,900 youth smoke their first cigarette and more than 700 become daily cigarette smokers. FDA's "The Real Cost," seeks to create a generation of non-smokers by educating these at-risk youth about the harmful effects of tobacco use.

MXM has been instrumental in helping to achieve this goal.

In conjunction with partner agencies, including FCB and FleishmanHillard among others, MXM’s social strategy has connected with over 1.5 million teens, cultivated a community of half a million Real Cost fans, and engages in more than 100 one-to-one conversations with at-risk teens per week. We have developed strong, connected and engaged communities on Facebook, Twitter, Tumblr and Instagram that serve as a resource for teens seeking information and support.

MXM is excited to have our work for FDA recognized for its insightful communications strategy, outstanding creative and overall success connecting to the teen audience. We were awarded a Gold Effie Award for effectiveness in cause/behavior change health marketing. Our VP and Executive Director of Social, Katie Townsley and Group Account Director, Susannah Griffiths were in attendance at the Effie Awards Gala on June 4th. To learn more about the Effie Awards and to see the full list of 2015 Effie Award winners, please visit:

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