SACRAMENTO, CA: Edelman has won the PR portion of a $28 million three-year, anti-methamphetamine public health initiative for the state of California, according to Lisa Fisher, spokeswoman for The California Alcohol and Drug Programs (ADP).
GMMB won the advertising portion of the account, Fisher said. Other contenders were not disclosed.
The Los Angeles office of Edelman will create a public education effort targeting three primary audiences: teenagers, men having sex with men, and women of childbearing years. These groups represent the highest percentage of meth abusers in the state.
Methamphetamine is a growing problem in California. It is currently the primary drug of abuse for 34% of the state's treatment population.
According to the initial RFP, for all the target audiences, the state asked for a campaign featuring PR, promotion, launch event support, advertising collateral development, and research.
ADP oversaw the process and asked agencies to create campaigns in Spanish and Asian languages, as well as English. The campaign will be created in conjunction with The Partnership for a Drug-Free America.
The contract assignment starts in April and was awarded for an initial eight-month period, with the possibility of two renewals.
The PR elements of the campaign will combine PSAs with community outreach. The goal is to raise awareness about the risks of methamphetamine production and the health implications and consequences of meth use.
Sacramento will be the first city in the state to use the campaign, followed by San Francisco, Fresno, Los Angeles, and San Diego.