ADS TOUT OJ TO FIGHT BIRTH DEFECTS: FLORIDA CAMPAIGN LINKED TO MARCH OF DIMES TO EXPAND

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The Florida Department of Citrus is taking its advertising a step beyond prenatal care, urging women to drink orange juice even years before they become pregnant.

In a print and TV campaign that started in January but will get a much heavier media schedule in April, Florida is outlining how folic acid in orange juice helps prevent birth defects.

ADS FROM RICHARDS GROUP

"Gina didn't wait 'til she was pregnant to start thinking about her baby's health," begins the TV spot from Richards Group, Dallas. "That's why she made Florida orange juice part of her daily lifestyle two years ago. So she'd be sure to have the folic acid she needs to help reduce the risk of certain birth defects."

The spot, which is part of the Department of Citrus' $30 million health ad push that was announced last September, ties in with the March of Dimes, one of three major health groups with which Florida sought an association for the campaign, along with the American Cancer Society and American Heart Association.

The prenatal spot has been running sporadically on national cable and syndication.

But the media push starts in earnest March 31, designed to dovetail with the March of Dimes' Walk America fund-raising drive.Mwith which Florida sought an association.

Although the prenatal spot has been running sporadically on national cable and syndication, the media push starts in earnest March 31 to dovetail with the March of Dimes' Walk America fund-raising drive.

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