Edelman set to revise bone-health push

WASHINGTON: The National Institutes of Health, the Centers for Disease Control and Prevention, and the National Osteoporosis Foundation have awarded Edelman a one-year, nearly $1 million contract to revise strategy on their Powerful Bones, Powerful Girls campaign.

WASHINGTON: The National Institutes of Health, the Centers for Disease Control and Prevention, and the National Osteoporosis Foundation have awarded Edelman a one-year, nearly $1 million contract to revise strategy on their Powerful Bones, Powerful Girls campaign.

The social marketing effort, which focuses on the need of young girls to get plenty of exercise and milk to ensure good bone health, had been developed and conducted by Porter Novelli for the past five years. It will re-launch next year after Edelman completes an analysis and makes recommendations.

The three overseeing agencies will then have the option to let Edelman run the campaign or issue a separate RFP.

Meanwhile, Edelman sister firm PR21 said last week that it is opening its first Washington office. Phillip Armstrong, former EVP and head of the national corporate and public affairs practice for Euro RSCG Magnet, will lead the office. Magnet said it has yet to replace Armstrong.

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