In the winter of 2013 the FMA launched a campaign in conjunction with their advocacy efforts called "The Five Pillars." The goal was to effectively message the FMA's plan to address the deficit of primary care practitioners working in the state of Florida.

The project was printed as a standalone publication, as well as an insert in the Winter 2013 issue of Florida Medical Magazine. Digitally, the work was used in a campaign landing page for the initiative.