ATLANTA: The US Centers for Disease Control and Prevention is re-bidding the contract for a multimillion-dollar anti-smoking effort it launched this past spring.
The CDC now has a $54 million contract with public service advertising firm Plowshare Group, with GolinHarris working as a subcontractor handling PR and digital media strategy.
Since the campaign is paid for by the Prevention and Public Health Fund of the Affordable Care Act, the contract must be regularly put up for re-bid, a senior contracting officer at the CDC said. PlowShare won the account last fall, records show.
The contracting officer declined to say if the new contract will have the same budget as its predecessor. The lion's share of the budget will go towards advertising, according to the RFP.
The winning firm will also be responsible for a range of earned media activities. It will be expected to create a media outreach plan, as well as a strategy targeting minority audiences. The RFP specifically indicates that the agency should use digital media channels, such as bloggers, to reach these groups.
As part of the campaign's formal re-launch, the winning firm will also need to develop video news releases, organize editorial board tours, and train media spokespeople.
The winning agency will also be responsible for organizing additional radio, satellite, or social media tours. It will also promote campaign products in various media outlets.
The winning shop will also be tasked with developing an interactive digital media plan, including web platforms that will be used with any viral applications that are created.
The contract has a three-year base period, with an option for a two-year renewal. RFPs are due July 20.
PlowShare and GolinHarris declined to comment on the RFP.