Natalie DiBlasio

USA TODAY

Lesbian, gay, bisexual and transgender young adults are twice as likely to smoke cigarettes as heterosexual adults of the same age, and the FDA hopes its new $35.7 million “This Free Life” campaign can change that.

"A campaign like this is long overdue,” said Mitch Zeller, J.D., director of the FDA’s Center for Tobacco Products. "LGBT young adults have been through a lot in the coming out process. It’s what makes them vulnerable to unhealthy behaviors."

The average age for coming out is around 18 and a number of LGBT youth turn to cigarettes during that time to reduce stress, Zeller says. Of the more than 2 million LGBT young adults in the U.S., more than 800,000 smoke.

"The 'coming out' process is a unique tobacco-use risk factor for LGBT young adults due to the actual and perceived social stigma, discrimination and anxiety experienced during this process," the FDA wrote in a press release. "And data show that the 'coming out' process faced by most LGBT young adults can lead to tobacco use and negative health consequences."

This Free Life videos feature LGBT youth telling their stories and experiences of coming out, facing criticism, being misunderstood and finding community.

"It claims tens of thousands of LGBT lives every year," one video says. "This new life, free from judgement, free from the shadows, will also be free from Tobacco."

Another video features drag queens: "I'll be known for a lot of things, but I will never be known for wrinkled skin, yellow nails, smelly hair or a busted smile," drag queens say. "All caused by what? Smoking. Yas queen. Every cigarette is doing you damage."

The FDA says it will evaluate the success of the campaign with follow-up surveys in 12 target cities across the country.

The $35.7 million campaign is funded by user fees collected from the tobacco industry, not by taxpayer dollars, the FDA said in a press release.