WASHINGTON DC: The White House Drug Czar has awarded Fleishman Hillard a potential $50m account to oversee the biggest ever anti-drug media campaign.
Fleishman Hillard, which receives $9.4m in the first year with four option years, will lead a team of agencies contracted by Barry McCaffrey, director of the White House Office of National Drug Control Policy (ONDCP). Their mission is to implement a $2bn integrated public education campaign to reduce youth drug use in America.
Fleishman Hillard International chairman and CEO John Graham described the work as the ultimate account. 'We have spent 50 years building, we think, the nation's most talented network of communications professionals,' he said. 'Now we have an unprecedented opportunity to benefit the nation and make a tangible difference in the lives of young people and their families.'
According to Judi Klosterman, deputy director for the National Youth Anti-Drug Media Campaign, F-H's work will be based around 'four pillars'.
There will be a PR campaign to develop partnerships with other organizations such as community and family groups; collaboration with the entertainment industry to denormalize drug use; a public information and education campaign; and the creation of Internet sites. There will also be an advertising campaign, although no ad agency has yet been selected to do the work.
The other agencies who will work on the account include Los Angeles based Rogers & Associates - renowned for its work on tobacco and AIDS education programs - and Washington's Academy for Educational Development. Imada Wong Communications, S&C Advertising & PR and Sykes Communications have also been retained. Porter Novelli helped the ONDCP develop the parameters of the program in a separate contract worth around $1m.