WASHINGTON: The Food and Drug Administration (FDA) is about to celebrate a very big birthday, and the PR industry has been invited to throw the party.The soon-to-be 100-year-old agency issued an RFQ last week for a three-year media blitz commemorating the centennial of the 1906 Food and Drugs Act. The expansive campaign is scheduled to start later this year, culminating with the anniversary itself, June 30, 2006. "The agency wants to celebrate this historic milestone by promoting activities throughout the nation," reads the four-page document. "As a result of this effort, the public consciousness of the FDA should be heightened so that both the consumer and policymakers see the agency as a pioneer and leader in the field of health protection and emerging scientific advances." The RFQ envisions a wide-ranging integrated effort using all manner of media to educate Americans about the FDA's contributions over the past 100 years. Some proposed activities include televised town-hall meetings, traveling exhibits, and the development of a high school or college curriculum. Quotations are due February 17.