NASHVILLE, TN: TracFone Wireless, with its AOR Interlex, plans to roll out its government-supported SafeLink Wireless program with a national awareness campaign starting this month in Georgia, Florida, and New York. It also introduced the brand, which is available to qualifying, low-income families, in Tennessee on August 15.

"The consumer group that qualifies... is very diverse,” said Rolando Rodriguez, MD of Interlex, so the outreach will target general market and multicultural consumers.

Interlex is providing Hispanic and general market media with bilingual b-roll of interviews with low-income households, and editorial columns that tie the cell phone availability to safety, Rodriguez said.

β€œIt's all about being free; that's what we highlight,” added Jose Fuentes, the director of government relations for TracFone Wireless.

The PR and advertising effort includes local and national media outreach, a Spanish- and English-language Web site, and partnerships with government agencies and nonprofits, he said.