NEW YORK: The Ad Council, in partnership with the Department of Health and Human Services, has awarded a $125,000, six-month account to GYMR. The Washington, DC-based firm will handle a national PR campaign designed to promote healthier lifestyles.
Centered on a series of PSAs created pro bono by McCann-Erickson, the initiative is reflective of the Ad Council's "on- going plan to expand communications efforts," said Paula Veale, EVP for the nonprofit.
Healthy Lifestyles, as the campaign has been named, will focus on fitness, nutrition, and disease prevention - specifically type II diabetes. Obesity prevention will be a key component.
The effort will be multitargeted, but Patrick McCabe, partner at GYMR, noted concentrated outreach among Hispanic and African-American audiences, which tend to have higher diabetes and obesity rates.