WASHINGTON: Ogilvy Worldwide has retained a multimillion-dollar, five-year contract with the National Heart, Lung, and Blood Institute (NHLBI) following a competitive RFP process.
The agency's Washington office was awarded the NHLBI's Heart Truth campaign account for the fourth consecutive time since 2001. The current contract is two years longer than the agency's previous contract with NHLBI.
“Ogilvy offered the best value for the government, and provided new and innovative ideas that aligned with the overall mission of the campaign to raise awareness for women about heart disease,” said Ann Taubenheim, project director for The Heart Truth campaign and chief of the health campaigns and consumer services branch at NHLBI.
With the new phase of the campaign, Ogilvy is focusing on changing the behaviors of women when it comes to preventing the onset of heart disease, said Robert Mathias, president of Ogilvy Washington.
In years past, the agency concentrated on heart disease awareness, specifically making sure that people know it's the number one preventable cause of death among women in the US.
Thirteen people from Ogilvy will be working on the account, along with additional staff members who will take part in specific projects and strategic counseling. Although social media has been a major campaign feature in the past, it will take a more prominent role in the months to come.
“We hope to expand the scope of the campaign's social media platforms as a channel for encouraging women to make lifestyle changes that protect their heart health, as well as connect with others and create networks of online support,” Taubenheim added.
In addition to helping women change their behaviors, Ogilvy will be working with the NHLBI project officer to develop and implement strategic plans, partnerships, community efforts, and media relationships.
“We're very proud of this account and the confidence that NHLBI and the government places in us,” Mathias said. “It's a significant investment on the government's behalf and it's a significant account on our behalf.”