The foundation partnered with the National Football League (NFL) for the campaign, which aims to reach both men and women with information about prostate cancer and screenings, said Sandra Vassos, executive director for the AUA Foundation. It launched in September and is slated to run to March 2010.
Components of the $189,000 campaign include a microsite, PSAs, social media, media relations, and athlete and physician spokespeople while messaging focuses on the new AUA guidelines for prostate cancer screenings that were announced in April. The same guidelines are also a main point in a GlaxoSmithKline campaign that launched in August.
“That's the core of the campaign,” said Vassos. “It aligns very well with our campaign with the NFL.”
The Linthicum, MD-based Foundation hired the Zeno Group as its AOR on September 1, following a competitive bid with three other agencies. Danielides Communications, the incumbent agency was invited to pitch. Joannie Danielides, founder and president of Danielides, said the firm worked with the group from March to September.