The US International Development Agency has handed CAPRI the marcoms brief for its Micronutrient Operational Strategies and Technology's (MOST) programme, which aims to lessen global micronutrient deficiency through food fortification.
The Philippines suffers from high levels of such deficiency among pre-schoolers, lactating mothers and women in their reproductive years.
CAPRI president Bong Osorio said MOST invited CAPRI and Grey to pitch for the business with four ad agencies, including Basic Advertising, Ogilvy & Mather and Gallardo & Associates.
MOST has charged CAPRI with 'propagating the importance of micronutrients and food fortification' using integrated marcoms involving ads, PR and face-to-face comms.
The Philippine Food Fortification law already requires food suppliers, particularly producers of flour, rice, noodles and biscuits to fortify their products by the year 2004.
The PR leg of the campaign, which will augment the mass media ad push, kicks off this month and runs until 2004.
Food manufacturers, wholesalers and retailers, health workers and educators, the media, legislators, local government units and consumers will be targeted via comms, collateral materials, lobbying, tax incentives and ad hoc consumer coalition groups.