WASHINGTON: The Advertising Council has selected Environics Communications to develop social media outreach for its lead poisoning prevention campaign.
The Ad Council, a non-profit organization focused on public service campaigns, hired Environics to support its “Lead-Free Kids” initiative, which was first launched in April 2010. The agency will be responsible for expanding the campaign into social media outlets for the first time by developing outreach through Facebook, Twitter, and YouTube, and coordinating online advocacy efforts with other organizations.
“That's where a lot of targeting is really going,” Lisa Cullen, director of PR and social media for the Ad Council's Washington office, said. “We're looking to grow communities online to share messaging in target audiences, as well as reach out to bloggers.”
Environics was selected following a two-week review process and is the first PR agency hired to develop social media for the campaign. The agency will be working with the Ad Council for a five-month period. Environics has also handled previous projects with the organization before.
“It's a significant account for us because of the prestige of working with the Ad Council,” Dave Groobert, US general manager for Environics, said. “It's important work and it's an important issue. We want to make sure parents and caregivers are aware of the dangers of lead poisoning.”
The campaign is being sponsored by the US Environmental Protection Agency, the US Department of Housing and Urban Development, and the Coalition to End Childhood Lead Poisoning.