Tobacco Free Florida

Lacoadia Burkes, Marketing and Health Communications Manager
Bianca Bulengo, Marketing Coordinator
Macy Zicker, Marketing Coordinator

ALMA DDB. *Lead Agency

Felipe Diaz-Arango, Associate Strategic Planning Director
Mimi Cossio, Senior Producer
Jorge Murillo, VP, Executive Creative Director
Christian Liu, Executive Creative Director
Mauricio Mutis, Associate Creative Director
Jose Benitez, Associate Creative Director
Michael Sotelo, VP, Digital Content & Experience
Luis Miguel Messianu, Chairman
Isaac Mizrahi, Co-President & CEO
Alvar Suñol, Co-President & CCO
Angela Rodriguez, SVP, Head of Strategy
Michelle Headley, EVP, Operations & Production
Angela Battistini, EVP, Account Management
Yeyo Marquez, VP, Head of Production
Elizabeth McCarthy, Senior Account Director
David Hutchinson, Web Developer
Paola Plaza, Digital Content & Experience Strategist
Christina Carbonell, Senior Account Supervisor
Patrizia Medina, Project Manager
Ana Banos, Supervisor, Senior Translator/Proofreader
George Rabel, Translator / Proofreader

After decreases in the early 2010s, Florida’s smoking incidence plateaued in 2016. Tobacco Free Florida needed a compelling message to target smokers aware of their habit’s health risks, but who fear the cost of losing their stress-relief. We turned this loss aversion in our favor, getting smokers to see how much continuing to smoke costs them financially. After an initial drop in incidence, we targeted remaining entrapped smokers with smoking’s emotional costs to achieve a second drop. Florida’s smoking incidence fell 19.3% over five years, outpacing national reduction rates.