WASHINGTON: Ogilvy PR has retained its hold on a federal stroke outreach account valued at nearly $11 million over the next seven years.
The agency was awarded the business after a competitive rebid. It has been working with the National Institute of Neurological Disorders and Stroke since 2000.
"[The previous] campaign is still ongoing. What we're doing now is going more specifically into the community," said Chris Shreeve, Ogilvy SVP.
The next phase of the campaign will be a minority outreach push, building on a pilot program started under the previous contract, she added.
The agency will bring the "No Stroke in the Community" campaign to cities where there is a high incidence of stroke, partnering with local health professionals, as well as the National Council of La Raza and the Urban League, Shreeve noted.
In each city, 10 to 12 "stroke champions" - such as religious leaders and health practitioners - are educated on the signs of stroke, according to Margo Warren, chief public liaison at the NINDS.
Messages will focus on getting victims to recognize the early signs of a stroke and seek help within the first three hours, when chances of survival are greatest.
"Most people are still learning what the signs of stroke are now," Shreeve said.
Other aspects of the campaign will include clinical trial awareness, a Spanish-language video, and grassroots activities. There will also be a greater emphasis on risk factors and prevention, Warren noted.
Ogilvy will also work with medical audiences and the public to communicate about new research findings.
The five-year, $7.2 million account has two one-year options to extend it; each year is valued at $1.5 million and $1.9 million, respectively.
The extension is dependent on "superior performance."