Julius Dein performing illusions with people's vapes.

The effort is part of the FDA's "The Real Cost" youth e-cigarette prevention campaign, a $60 million initiative that launched last year through social media, digital content and posters at high schools nationwide.

The campaign aims to reach almost 10.7 million students ages 12 to 17 who might be at risk of vaping or have already started.

Julius Dein performing illusions with people's vapes.

The new ads feature street magician and social media personality Julius Dein performing illusions with people's vapes by appearing to turn them into traditional cigarettes. The FDA said they will run on networks including TeenNick, the CW, MTV and ESPN, in addition to streaming and social media sites.

A previous "The Real Cost" campaign focused on cigarette smoking was estimated to have prevented 350,000 11-to-18 year-olds from smoking in the United States from 2014 to 2016, according to earlier research.

Dr. Sanjay Gupta on vaping.

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