ATLANTA: The Georgia Department of Human Resources has selected Fletcher Martin Ewing (FME) to launch and manage a $3.1 million statewide cancer awareness campaign.
FME was one of 17 agencies that pitched for the business by putting together a coalition of organizations with different areas of expertise. Cornerstone Communications will work in conjunction with FME by handling public affairs, Schapiro Research Group will conduct baseline measurements and mid- and post-point evaluations, and Global Marketing & PR will manage community relations.
Citing the lack of firms in Georgia with all-encompassing capabilities, Andy Bowen, SVP of PR for FME, said, "Everyone who responded to this proposal had to organize some sort of coalition because there are so many different elements to the campaign, such as public affairs and minority outreach."
The contract is for the first year - which will focus on breast and cervical cancer - of a three- to five-year initiative.
FME felt its thorough knowledge of Georgia gave it an edge in the bidding process. "We are intimately Southerners," said Bari Love, EVP of PR for FME. "This will allow us to target certain programs to parts of the state where we know they will be effective."