MIAMI: The Florida Department of Elder Affairs has selected Burson-Marsteller to implement a statewide PR campaign on behalf of the Long-Term Care Ombudsman Program.
The $90,000, seven-month contract requires the agency to raise awareness of the program's free services, increase its number of volunteers, and promote the program to Creole- and Spanish-speaking residents.
The Spanish-speaking community will be targeted via its media outlets and community outreach. All four members of the Burson team working on the account speak Spanish fluently.
The program offers free services, responds to complaints, ensures access to services, and represents elderly interests before government agencies.
Florida has 17 ombudsman local councils, on which approximately 350 advocates currently serve. Each local chapter did its own outreach in the past, but the retention of Burson is the first time the program has hired an agency for a widespread effort.
In May and June of last year, Burson worked with the program solely on recruiting volunteers. "But an effort like that really needs sustainability," said Amy Federman, director of media for Burson.