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$17 Million Tobacco Free Florida Campaign Ignites Statewide
Date:3/18/2008

TALLAHASSEE, Fla., March 18 /PRNewswire-USNewswire/ -- The Department of Health has launched a $17 million statewide social marketing and public relations anti-tobacco campaign -- the largest in a decade. The multi-faceted Tobacco Free Florida campaign showcases print, television, radio and online advertising; and features cutting edge interactive platforms, community events, educational outreach and branded programs. Partnerships with renowned brands are expanding the vast reach and impact of this vital campaign to combat the pervasive problem of tobacco use in the Sunshine State where each year, more than 28,000 Floridians die from smoking.(1)

Targeting the Florida market with particular emphasis on the 11-17 age group, adults 18-24, small businesses, chronic disease sufferers, pregnant women, low-income households and parents, the campaign will touch millions statewide. "Tobacco Free Florida promotes healthy habits among Florida's youth, emphasizes that smoking cessation is the single most important step that smokers can take to enhance the length and quality of their lives, and educates the entire population about the dangers of cigarettes, smokeless tobacco and secondhand smoke," states Florida Surgeon General Ana Viamonte Ros, M.D., M.P.H.

The comprehensive media campaign features compelling print, billboard, broadcast and online advertising. The initial series of ads educates consumers on tobacco cessation, the dangers of smokeless tobacco and smoking during pregnancy, and encourages businesses to comply with the Florida Clean Indoor Air Act. More than 200,000 television and radio spots will air in every major market in Florida, and online geo-targeted impressions will exceed 400 million.

The first campaign ad, targeting adult smokers, depicts a child playing catch by himself as a cautionary voiceover warns of smoking's annual death toll - 31,000 children are left fatherless.(2) Launched during Super Bowl XLII, the highest rated ch
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SOURCE Florida Department of Health
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