Florida boasts some of the lowest smoking prevalence rates ever among youth and adults, and is well below the national average. This is due, in large part, to the state’s comprehensive tobacco education and prevention program. The program is the result of a constitutional amendment mandating that funds from the state’s tobacco settlement be used for a tobacco control program adhering to CDC Best Practices for Comprehensive Tobacco Control Programs. Every decision made about the campaign (and overall program)—from which ads to air to where to air them—is made with great consideration and a focus on maximizing the reach and impact for TFF’s desired result. The campaign’s goal is to inspire Floridians to quit smoking and discourage youth from starting. Tobacco Free Florida’s awareness is high: 94.5% among adult smokers. The campaign has high receptivity and perceived effectiveness, and shows a positive impact on smoking-related attitudes and behaviors. This panel discussion will bring together the Bureau of Tobacco Free Florida and its media vendor team (Alma DDB, OMD and GolinHarris) to explain how CDC Best Practices can effectively guide an effective, efficient and engaging comprehensive health communications effort for statewide tobacco prevention and cessation—including TV, radio, out of home, print, social media, earned media and grassroots events. The team will outline best practices for maximizing impact and reach through innovative solutions and using existing, proven-effective elements.