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."