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.