DBPR Gives Sneak Peek into Upcoming "Ugly Business" Media Campaign
Campaign Intended to Educate Consumers and Stop Unlicensed Activity
April 21, 2008
TALLAHASSEE – Unlicensed activity is ugly business, and today the Department of Business and Professional Regulation (Department) is unveiling an eye-opening media campaign at a mall near you. The Department’s multi-media, statewide “Ugly Business” Unlicensed Activity Media Campaign starts on July 1; however, the public can get a sneak peek of the campaign in backlit mall displays in Miami, Orlando, Tallahassee, and Tampa. The displays will be up through the end of June.
The “Ugly Business” campaign is intended to educate consumers on the dangers of unlicensed activity, which can result in personal or financial harm and unfair competition for licensed professionals. These advertisements, which were created entirely in-house by the Office of Communications, showcase an artistic, visually engaging, comic book style design intended to grab the attention of Florida consumers and deliver the straightforward message to check licenses and report unlicensed activity.
“I am excited to launch this advertising campaign. Our goal is to protect Floridians and visitors from the unscrupulous individuals who practice unlicensed activity,” stated Interim Secretary Chuck Drago.
The mall displays target unlicensed activity in cosmetology. They depict a salon experience gone wrong with the tagline, “Working with Unlicensed Cosmetologists is Ugly Business.” The tagline plays on the word ‘ugly,’ referring to both a beautician’s trade as well as the fact that the unlicensed practice of cosmetology can have dire consequences. Similar advertisements are being created for the various professions that the Department licenses and regulates, such as Real Estate, Certified Public Accounting, and the construction industry.
The Department fights unlicensed activity using a $5 portion of licensing fees, which is earmarked for this purpose. The annual strategic plan to combat unlicensed activity ranges from educational materials and enforcement operations to a full-scale media campaign.
The Department of Business and Professional Regulation’s mission is to license efficiently and regulate fairly. The Department licenses more than one million businesses and professionals ranging from real estate agents, veterinarians, and accountants to contractors and cosmetologists. For more information, or to verify a license, please visit www.MyFloridaLicense.com.
*Images of the advertisements are available upon request. For more information, please contact Press Secretary Alexis Antonacci at 850-922-8981.