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Agency - Zimmerman Agency and Americhip Inc.
Client - Florida Department of Health
Project - TobaccoFree Florida Anti-Smoking Campaign
Tobacco Free Florida promoted its anti-smoking program with the "i Care. i Don't Smoke" campaign and embarked on a mission to establish prevention programs and raise awareness, especially among the adolescent demographic. Harmful facts of what smoking does to the body had been exhausted; Tobacco Free Florida was faced with the challenge of communicating the anti-smoking message to middle-school students in a way that would prevent them from ever touching a cigarette. The solution lay in an ashtray-flavored Peel ‘n Taste® strip! Yes, the flavor strip would taste just as foul as it sounds, with the label warning, "This product may cause nausea, offensive breath and loss of taste for several hours. (A lot like smoking a cigarette.)"
Ashtray-flavored Peel ‘n Taste® strips were affixed to a handout that was distributed at many organizationally-supported prevention programs through the months of March, April and May of 2008.