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State's Largest Public-Health Effort Is Personal for Agency President
Jump to full article: Advertising Age, 2008-01-15
Author: Jonathan Lemonnier
Intro: The Florida Department of Health has awarded its $17 million Florida Tobacco Prevention account to the Zimmerman Agency, a Tallahassee-based advertising, public relations and interactive firm. The campaign is the largest the health department has undertaken, due to huge support from a voter referendum to increase anti-tobacco-related programs.
For Florida's new anti-smoking effort, traditional approaches had to be changed in favor of messages that relate to smokers. . . .
Zimmerman will also be pressed to outperform the very successful "Truth" anti-smoking campaign created by Crispin Porter & Bogusky and Arnold for national health group the American Legacy Foundation. "Those are big shoes to fill. And the 'Truth' campaign focused almost exclusively on the youth segment," said Ms. Lynn. She added that the Florida health department wants to focus as much on cessation as on prevention, which means targeting older smokers. The effects of second-hand smoke and smokeless-tobacco products are also a high priority.
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