The total contract is worth $17 million, with more than $400,000 dedicated to PR, according to Angela Lynn, MD for the FDH.
It amounts to one of the largest marketing contracts for the state after gaining support from a voter referendum to increase anti-tobacco related programs.
The campaign is scheduled to launch with spots during the Super Bowl in key state markets, with PR elements soon to follow, including an upcoming launch event featuring Gov. Charlie Crist (R-FL).
Carrie Zimmerman, partner at the agency, said the campaign will shy away from being preachy since the agency's research shows it's an ineffective strategy.
Lynn said the team will reach out to potential community partners and also begin to put together a speakers' bureau, where stakeholders will tour the community to speak on behalf of the program.
The effort will include a heavy online component, with features like the "smoke-a-tron," which allows users to age their faces by 20 years with and without the effects of smoking.