ATLANTA: The Centers for Disease Control and Prevention (CDC) awarded AED a $28 million contract to develop a national campaign to address obesity and tobacco use with the American public.
AED subcontracted with advertising agency Campbell-Ewald for the federal agency's “Communities Putting Prevention to Work” initiative. Special notices were posted to the Federal Business Opportunities database in March for communications contracts that would support the initiative.
The $28 million effort is funded by the American Recovery and Reinvestment Act and will also provide advertising support for First Lady Michelle Obama's “Let's Move” initiative, said John Strand, VP and director of AED's center for social marketing and behavior change.
Washington-based AED is handling media relations, research, and evaluation. It is also supporting the 44 communities in the US selected to receive funding from the program and will provide earned media messaging in each local community, as well as nationally.
Campbell-Eward, an Interpublic Group agency, will handle advertising, website creation, social media, and media planning.
The soft launch of the campaign is expected to kick off this fall, said Strand.