Anti-drug effort starts next phase

WASHINGTON, DC: PR found its way into the Oval Office last week, as President Clinton held a White House briefing to unveil the third phase of the Office on Drug Control Policy’s anti-drug campaign.

WASHINGTON, DC: PR found its way into the Oval Office last week, as President Clinton held a White House briefing to unveil the third phase of the Office on Drug Control Policy’s anti-drug campaign.

WASHINGTON, DC: PR found its way into the Oval Office last week, as

President Clinton held a White House briefing to unveil the third phase

of the Office on Drug Control Policy’s anti-drug campaign.



Billed as the largest multicultural health education effort ever

undertaken by the Federal Government, the anti-drug campaign is funded

by a dollars 1 billion commitment from Congress. The campaign, which

includes both PR and advertising, began in 1997 and was tested in 12

markets before its debut in more than 102 media markets. The third-phase

rollout, scheduled for next month, will be unveiled in 11 languages,

including Navajo, Mandarin and Aleutian.



Fleishman-Hillard, which won the PR portion of the campaign last fall

(PRWeek, December 7, 1998), was hailed for the wide variety of programs

it has set into motion, including partnerships with non-profit

organizations, the entertainment community and educational groups.



According to Fleishman SVP Harry Frazier, the firm has 25 staffers in

its DC office working on the account, with subcontracted agencies

working on celebrity involvement. Additionally, Fleishman’s St. Louis

office has been charged with developing a program designed to reach

parents through their workplaces.



Frazier added that while the agency is adding pros to the team, they are

only looking for those with specific skills, such as religious-work

experience for projects in conjunction with religious groups.



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