Battle on for dollars 125m CDC kids campaign

WASHINGTON: PR, marketing and advertising firms are lining up to

compete for a massive dollars 125 million National Children's Health

Media Campaign proposed by the Centers for Disease Control (CDC).

In an effort to promote increased physical activity among 'tweens'

(children 9-13), the RFP states that the campaign requires the creation

of a reality-based TV program similar to MTV's Road Rules. Ethnically

diverse children will travel the country touting the benefits of healthy

living, possibly coordinating their tour with an appropriate musical act

and making appearances with celebrities and sports figures.

The dollars 125 million tag covers only the first of five years for the

campaign, which will need to be refunded by Congress for each successive


Because of the broad nature of the initiative - incorporating PR,

advertising and Web marketing capabilities - bidders are expected to

come from every arena of the marketing world. Written proposals must be

submitted by May 4; four agencies will then be selected to give oral

presentations in June.

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