In this issue:
NBC Adopts Prevention Themes in Popular Teen Line Up
Phase III of Media Campaign Takes Off
Numbers Show Success and Potential for Drug Control
The Campaign in the Community: The Wisconsin National Guard
Fleishman-Hillard Heads Program and Outreach Initiatives
Advertising Council Awarded Contract
ABC and AOL Partner With ONDCP; Online Areas Launched for Parents, Youth, Prevention
Online Banner Ads Reach Target Audiences
Campaign Ads Now Available on Web Site
Media Campaign Reaches Multi-Cultural Populations
Pro Bono Advertising Match Aids Local Organizations
"Parenting is Prevention" Teleconferencing Initiative: 1999 Calendar
Ogilvy & Mather Leads Advertising Component
Ogilvy & Mather, a global leader in brand stewardship, won a $129 million contract to manage the campaignŐs paid advertising component. Ogilvy & MatherŐs New York office will help target television, radio, newspapers, magazines, outdoor billboards, and the Internet. The campaign is targeting all venues that reach our youth, including movie theaters, buses, subways, and even basketball backboards.
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Ogilvy & Mather will focus its efforts on: strategic development, incorporating behavioral science research; buying media time and space nationally and locally in 102 target media markets; and ensuring that consumer insight and culturally appropriate strategies are woven into the campaign's advertising.
(See related story about advertising for multi-cultural populations.)
For each media buy that is made, the media outlet must provide a matching contribution in the form of pro bono public service announcement time or other public service contributions. These matching contributions, at a minimum, will double the value of the five-year campaign.
ONDCP officials say Ogilvy & Mather is well equipped to lead the advertising for such a large campaign. More national broadcast media time in the U.S. is bought by Ogilvy & Mather than any other ad agency. This gives the campaign access to creative media match opportunities at extremely competitive network media prices.
Ogilvy & Mather was selected through an open award competition that was conducted and managed by the U.S. Department of Health and Human Services. The one-year contract has four option years.