SACRAMENTO, CA: For the second time in three months, the state of California has awarded its methamphetamine prevention work to Edelman following a competitive review.The Sacramento, CA-based California Alcohol and Drug Programs (ADP) department had originally issued an intent to award the PR portion of its $28 million, up to three-year anti-meth education PR and advertising contract to Edelman in March, following a review. That RFP was retracted in April when the ADP received protests from agencies citing flaws in the RFP process.
Now, the award is official, and efforts are scheduled to begin at the end of this month, said Lisa Fisher, public information officer for the ADP. "We're very pleased to move forward," she said.
"It was a lengthy process," said Gail Becker, Edelman's president, Western region and Los Angeles GM. "Now we're able to start helping the people of California through this education campaign."
Efforts will target the state's highest percentage of meth abusers: men having sex with men, teenagers, and women of childbearing years.
To connect with these groups, Edelman pitched a proposal hinging upon the idea of "people like me," Becker said, explaining that important information is often "most trusted and believed" when it comes from someone with whom one can identify and relate. The agency based its concept on research among specific target audiences, as well as a focus group.
According to the ADP's Fisher, that research component was an asset for Edelman in securing the account win.
"The reviewers thought that was really positive," she said.
In addition to Edelman, two undisclosed PR firms resubmitted RFPs. GMMB, which won the advertising portion of the account, was not affected by new RFP.