WASHINGTON: The National Osteoporosis Foundation hired Hager Sharp as its first AOR for a multi-year public awareness campaign, which will launch in May 2011.
Jill Ryan, director of communications and marketing for the foundation, said the health organization previously handled PR in-house.
“This is a big first step for the foundation,” Ryan told PRWeek. “There are so many health conditions in the news right now, and we knew if we were going to have an awareness campaign, we needed to do it right. We needed the support of an agency that could differentiate osteoporosis from all the disease states out there.”
Hager Sharp will support formative research, development of a strategic communications plan, spokesperson identification, message development as well as campaign launch planning and implementation. The new campaign will be multi-year, but Ryan said the initial contract is for one year.
Ryan said they invited four agencies to pitch for the business, including Hager Sharp. “They came back with a wonderful proposal that showed how much thought they had put into helping us with this new multi-year awareness campaign,” she said.
She said they were also impressed with the work the agency had done for the Office of Women's Health for the US Department of Health and Human Services, on a campaign aimed at girls called “Best Bones Forever!”
“We're a collaborative partner on that campaign, so we knew Hager Sharp already had a vast amount of experience in the bone health world that really set them apart,” she said. “Hager Sharp will also give us leverage to provide additional resources [toward the “Best Bones Forever!” campaign], and do some cross-promotion.”
Hager Sharp has already started work on the new campaign, which will launch during National Osteoporosis Awareness and Prevention Month. Darcy Sawatzki, senior account supervisor for Hager Sharp, told PRWeek “the campaign will be based on some of the good work the foundation has already done around the theme ‘A gift from Mothers to Daughters', which is about how women within families can work together to learn more about taking care of their bone health.”
Sawatzki will lead the account team on the campaign with account supervisor Angela Carlson Mills.