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(CNN) – Cancer cases are expected to surge 57% worldwide in the next 20 years, an imminent "human disaster" that will require a renewed focus on prevention to combat, according to the World Health Organization.
The World Cancer Report, produced by the WHO's specialized cancer agency and released on World Cancer Day, says that new cancer cases will rise by 57% over the next 20 years. Lung cancer is the most commonly diagnosed, making up 13% of all cases.
Although pollution plays a role, the report says cutting down smoking rates would have a significant impact, and the battle is on here in the U.S. to keep today's kids from becoming tomorrow's smokers.
Although smoking among adults is down, more than 2 million people under 25 were smoking in 2012, according to a recent report by the Surgeon General. That's up from 1.9 million ten years earlier.
For the first time, the federal government is stepping in with a national advertising campaign to fight youth smoking. The ads are pretty memorable.
"We're targeting ... 12 to 17-year-olds who are at risk. They're vulnerable, they lead very chaotic and stressful lives. And they're turning to cigarettes for all the wrong reasons, we have messages that can change that," said director of the Food and Drug Administration's Center for Tobacco Products Mitch Zeller.
"These are very difficult to reach kids, open to smoking, closed to lectures. But if you talk to them about health consequences like wrinkling skin, and loosing teeth, they pay attention to that," said Zeller.
For more of our interview with the FDA's Mitch Zeller, check out the video above.