Tobacco Free Florida Marketing and Media Campaign Services

Background
The Florida Department of Health is seeking qualified respondents for the management and coordination of the continuation of the statewide Tobacco Free Florida media campaign. This initiative is part of a comprehensive tobacco education and prevention program mandated by a 2006 constitutional amendment, which requires funding for such programs from the Florida Legislature.

The campaign aims to reduce tobacco use among various demographics, particularly targeting youth and at-risk populations.

Work Details
The awarded respondent will be responsible for developing and executing a media plan and marketing/public relations plan that includes:
1. An overall campaign strategy;
2. Public relations strategy;
3. Production strategy;
4. Digital strategy;
5. Media buying strategy;
6. Media buying plan;
7. Campaign budget;
8. Campaign timeline.

The multimedia components include graphic design and printing, media production, media buying, public relations, web/interactive activities, and campaign account services. The campaign will target adults aged 18-55 for cessation efforts and youth aged 11-17 for prevention efforts, focusing on low-income Floridians, pregnant smokers, and individuals with behavioral health issues.

Period of Performance
The contract is anticipated to last five years, starting from January 1, 2025, or the date of contract execution, whichever is later, through June 30, 2029.

Place of Performance
The services will be performed in Florida as part of the statewide Tobacco Free Florida initiative.