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

ampionship game in a decade, the commercial surpassed all expectations with more than 10 million viewers statewide. The commercial was also featured on YouTube and amassed more than 270,000 views online. Print and television coverage of the commercial's launch extended into nine major markets - Miami, Jacksonville, Orlando, Tampa/St. Petersburg, Tallahassee, Fort Myers/Naples, Gainesville, West Palm Beach and Panama City. The commercial continues to receive significant airtime, running during primetime shows such as "American Idol."

The Tobacco Free Florida website, http://www.tobaccofreeflorida.com is a comprehensive resource for both smokers and non-smokers including cessation tools, tobacco statistics and a calendar of statewide events that campaign teams will visit. In addition, the site features all the interactive components of the campaign, free music downloads from Florida bands and broadcast commercials.

Given that 90% of smokers begin before the age of 18, and 87% of teenagers are online, the campaign reaches this key demographic by using non-traditional marketing methods and taking advantage of the tremendous popularity of online interactive technologies like YouTube.(3,4) The campaign has partnered with YouTube to sponsor the YouCare video contest where entrants share why they don't smoke. The contest allows users to vote for their favorite submission and the top 50 videos will be shown on the first ever statewide On-Demand channel devoted exclusively to the campaign, reaching more than 2 million subscribers to Comcast and Bright House Networks Digital Cable. A panel of judges will pick the grand prize winner who will receive an Apple iMac(R) computer and an iPod(R) touch.

Quitline (1-877-U-CAN NOW) offers free nicotine replacement therapies such as nicotine patches, gum, and lozenges and provides confidential telephone counseling to cigarette or chewing tobacco users. For
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SOURCE Florida Department of Health
Copyright©2008 PR Newswire.
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