Ogilvy & Mather Worldwide, a unit of WPP Group Plc, won a $129 million contract to manage an anti-drug campaign, the Clinton administration said.
The campaign is part of a five-year, $1 billion National Youth Anti-Drug Media Campaign that began in July, and focuses on preventing and reducing drug use by middle-school children. The campaign will run as paid advertising rather than as public service announcements.
Barry McCaffrey, President Clinton’s adviser on anti- drug policy, said Ogilvy & Mather will help the Office of National Drug Control Policy target television, radio, newspapers, magazines, outdoor billboards and the Internet.
There are four one-year renewal options; during those four years, plans call for annual budgets of $132.7 million, $136.6 million, $140.8 million and $145.1 million, according to the New York Times.
“Our goal is for 90 percent of young people to see an anti- drug message at least four times a week,” McCaffrey told Bloomberg News.
McCaffrey said most of the campaign’s creative will be developed for free by ad agencies working though the Partnership for a Drug- Free America.
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