WASHINGTON: Widmeyer Communications will spend the next two years
standing up for the little guy as it targets bullies in a $3.4
Run by the Department of Health & Human Services (HHS), the initiative
will raise awareness about the consequences of bullying among "tweens" -
children aged 9-13. The campaign will feature a website, earned media,
PSAs, classroom materials, and CD-ROMs. Several corporate and nonprofit
partners will help disseminate the messages.
Widmeyer's contract is for research and material development only. It is
unclear whether an additional RFP will be issued for the campaign's
The bullying effort is one part of the National Youth Media Campaign, a
$125 million government spending package aimed at developing good
habits in tweens. The remainder was due to be awarded by the Centers for
Disease Control on September 28.