Face Value has been created especially for teenage girls, since we are heavily targeted by the tobacco industry through advertising that portrays smoking as cool, glamorous and sexy. The goal of the campaign is to keep girls from getting addicted to smoking; girls who become addicted will most likely develop tobacco related diseases later in life.

Face Value is a component of Westchester County's 'Butt Out' anti-smoking campaign for girls and boys, age 12 to 18 and is funded with money provided to Westchester County through New York State's share of funds from a huge lawsuit between 46 states and the tobacco industry called the Master Settlement Agreement.

Face Value launched on May 3, 2002 when hundreds of teens gathered at New Roc City in New Rochelle to speak out about tobacco issues. The event included a poetry slam, a graffiti call-for-action wall and television commercial auditions. The event concluded with a performance by Miami Sound Machine.