ATLANTA: The Centers for Disease Control and Prevention has hired PRR Incorporated to evaluate part of the agency's “Inside Knowledge: Get the Facts about Gynecologic Cancer” campaign, which is managed by Ogilvy PR.
The initiative relies on community partners to disseminate materials that the CDC believes are critical for its success. However, the agency wants to know more about the effort's internal and external communications infrastructure.
“To date, [the CDC] has not compiled promising practices information related to dissemination of the campaign materials to target audiences,” according to the RFP.
PRR's one-year contract is worth $734,781, according to an award notice.
Mike Rosen, managing partner at PRR, said his firm is “thrilled and honored” to win the account.
The agency will be required to develop a comprehensive plan to ensure that target audiences use the material in a timely manner, according to the RFP.
The CDC feels that the campaign “has been effective in reaching millions of women with messages that can potentially save lives by educating them about the symptoms that can lead to earlier diagnosis and improved outcomes,” said Anita Blankenship, health communications specialist at the CDC, shortly after the RFP was released.
Ogilvy also attempted to get the evaluation contract but was not successful, an agency representative said. However, its contract to manage “Inside Knowledge” will run until 2014, the representative added.
A CDC representative did not return a request for comment.
Last month, the CDC retained Ogilvy for a $1.3 million contract to promote the "Dating Matters" initiative, which promotes healthy relationships. It also hired Ogilvy to promote domestic violence data that it has collected in the past two years.