Fleishman wins joint EPA and DoT task

WASHINGTON: Fleishman-Hillard's DC office has walked away with what

could be its biggest win of the year: a public education campaign worth

up to $9 million, jointly sponsored by the Environmental

Protection Agency and the Department of Transportation.

The two federal agencies have come together in a self-described "tricky"

effort to increase awareness of the link between individual choices in

transportation (such as driving to work versus taking the bus) and the

impact on air quality. "It'll be like nailing down smoke," said federal

contract officer Lee Hazel.

Fleishman beat out the Kamber Group, Miami-based Sonshine

Communications, and Virginia's ICF Consulting for the work. Although

Hazel said that only $250,000 has been secured for the initiative

thus far, others close to the pitch estimated the contract's potential

worth close to $3 million annually.

Fleishman general manager Paul Johnson called it "one of our biggest

contracts, and certainly the biggest this year."

The campaign comes pre-branded with the tagline "It all adds up to clean

air," and could potentially run through 2004.

Johnson described the initiative thus: "The goal is to expand the

public's knowledge and understanding of what their individual daily

transportation choices have on environmental issues." He said his firm

would approach it as "a comprehensive public education and

partnership-building program that supports regional, state, and

community efforts to reduce traffic congestions and air pollution."

Hazel added that the pitch process took almost a month longer than

expected, due largely to the "ambiguous" nature of the work. "We needed

to see their ideas on how to accomplish this. That's what made it so

difficult a choice."

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