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Sudden Death Hits Stadiums Across Florida
Date:11/29/2008

TALLAHASSEE, Fla., Nov. 29 /PRNewswire/ -- Football fans may see an unconventional anti-tobacco display at the FSU vs. UF game today. Tobacco Free Florida will be tailgating under a tent, rooting for their teams, grilling, tossing a football around and other traditional pre-game activities. The unexpected twist is that the tailgaters are skeletons. The message to fans is "We lose too many fans each year to tobacco."

(Photo: http://www.newscom.com/cgi-bin/prnh/20081129/CLSA002 )

According to Kim Berfield, Deputy Secretary of the Florida Department of Health, this display is meant to generate buzz among FSU and UF fans. "We are excited to have the opportunity to reach thousands of fans and raise awareness of the 28,000 Floridians who die each year from smoking. The unexpected nature of this exhibit will be memorable, and will make game day attendees think about mortality and tobacco use."

Launching at this weekend's big match-up which could be attended by more than 80,000 fans, this guerilla-marketing tactic is part of Tobacco Free Florida's strategy to creatively target consumers where they would not be expecting to see an anti-tobacco message. Situated among other tailgaters on the corner of St. Augustine and Varsity Drive, this highly visible football tailgate will open Saturday at 10:30 a.m.

After this weekend's game, the display will travel around the state visiting community and sporting events. During Tobacco Free Florida week February 27 to March 6, the exhibit will be featured at several events around the state.

According to the Centers for Disease Control, approximately 3 million of adults in Florida smoke, or 21% of the state's population. Smoking prevalence among adults has not changed in ten years. Nearly one out of every five adults in Florida smokes.

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SOURCE Tobacco Free Florida
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