WASHINGTON DC: White House drug chief Barry McCaffrey has awarded
Fleishman-Hillard a potential pounds 43 million account to coordinate
the biggest ever nationwide anti-drug media campaign.
F-H will be leading a team of agencies contracted by McCaffrey. He is
director of the White House Office of National Drug Control Policy. The
budget for F-H’s account is pounds 5.8 million in the first year, with
four option years.
The agency has been charged with implementing a pounds 1.23 billion
integrated public education campaign to reduce youth drug use in the
F-H international chairman and CEO John Graham said: ’Now we have an
unprecedented opportunity to benefit the nation and make a tangible
difference in the lives of young people and their families.’
F-H’s work will be based around four areas. These are a PR campaign to
develop partnerships with other organisations such as community and
family groups, collaboration with the entertainment industry to
denormalise drug use, a public information and education campaign and
the creation of internet sites.
There will also be an advertising campaign, although no ad agency has
yet been selected to do the work.
F-H will liaise with other contracted agencies, including Los
Angeles-based Rogers and Associates, renowned for its work on tobacco
and AIDS education programmes, and Washington DC’s Academy for
Educational Development, a lobby organisation.
Imada Wong Communications, S&C Advertising and PR and Sykes
Communications have also been retained on smaller contracts.
Porter Novelli helped the Office of National Drug Control Policy develop
the parameters of the PR programme in a separate contract worth around