In 2012, CDC’s Office on Smoking and Health (OSH) launched the federal government’s first national paid tobacco education campaign. The Tips From Former Smokers (Tips) campaign underscored the immediate damage that smoking can cause to the body and featured people who experienced smoking related diseases at a relatively young age. The effect of the campaign was immediate and intense. Compared with the same 12-week period in 2011, overall call volume to1-800-QUIT-NOW more than doubled during the Tips campaign, and visits to the Web site (www.smokefree.gov) increased by more than five times. CDC is capitalizing on the success of Tips 2012 with a new round of advertisements in April 2013. The 2013 campaign continues to educate the public about the harmful effects of smoking and show how life changes after being diagnosed with a medical condition caused by smoking or exposure to secondhand smoke. However, it will feature additional health conditions (COPD, asthma in adults, smoking-related complications in a person with diabetes) and population groups (American Indian/Alaska Native, Lesbian, Gay, Bisexual, and Transgender) that were not addressed in the first campaign. Panel presentations will discuss how the 2013 campaign was developed and describe ad development, formative testing, and implementation details regarding the media buy strategy (national, local, tactical, and digital efforts) and partnership engagement tactics. Presenters will also discuss social and digital media activities including Facebook, Twitter, YouTube, and Pinterest. The panel will conclude with a presentation of 2012 campaign evaluation findings.