WASHINGTON, D.C. – The U.S. Food and Drug Administration has fired another salvo in the war on smoking, this one aimed at preventing teens from becoming a smoker for life, USA Today reports. The agency’s $115 million educational campaign will attempt to reach the approximately 10 million U.S. teenagers who are experimenting with cigarettes or who have shown interest in smoking.

These “at-risk” children view smoking as a way to help them overcome the “chaos” triggered by their environment or family situation, said Mitch Zeller, who leads the agency’s Center for Tobacco Products. “We are not talking about happy-go-lucky kids,” he said. “They don't see themselves as smokers. They think they will be able to quit.”

The first set of advertisements will reach a bigger group, but later ads will be focused on smaller segments, such as Native American or gay teenagers. “The Real Cost” campaign will run ads on YouTube, MTV and other social media sites, as well as in Teen Vogue. The content of the advertisements are tied to studies that found teenagers usually worry more about their looks than potentially getting cancer.

“The Real Cost” series is one of a trio of anti-smoking initiatives for 2014. Also this week, the Centers for Disease Control and Prevention re-started its “Tips from Former Smokers” effort, which started two years ago.