Feds to Buy Anti-Drug Campaign

September 26, 1997


Feds to Buy Anti-Drug Campaign

The PR firm Porter/Novelli has won a $915,000 contract with the Office of National Drug Control Policy, headed by drug czar Barry McCaffrey, to help plan a $100-million-plus national advertising campaign conceived by the Clinton Administration.

The firm has been retained to complete several tasks within 100 days. One is to study previous PR and advertising efforts on drug abuse, public health and teen issues. The firm will use its in-house staff--as well as paid and unpaid experts--to craft recommendations on the new campaign, said Edward Maibach, Porter/Novelli's director of research and social marketing. With a lot of advertising dollars at stake, a firm spokesman added, McCaffrey "wanted to look at some of the old ads to see which were the most effective."

In addition, Porter/Novelli is seeking to lay the groundwork for corporate and community participation in the campaign. Though the House recently approved $149 million for anti-drug advertisements, this is somewhat less than the $175 million sought by the Clinton Administration. "We're hoping to double it with corporate sponsorships," the spokesperson said.

To get the contract, New York City-based Porter/Novelli beat out about a dozen PR, advertising and consulting firms. The firm's Washington office does about 40 percent of its business with the government, including "a long history in social marketing--using communications in its myriad forms to promote pro-social behavior," Maibach said. "That was a factor in our selection."

"They need to have a big PR agency because they need this to be done within three months," the Porter/Novelli spokesperson said. "Someone coming from a government press office couldn't have done all of this in such a short time."

Stay up-to-date with federal news alerts and analysis — Sign up for GovExec's email newsletters.
Close [ x ] More from GovExec

Thank you for subscribing to newsletters from GovExec.com.
We think these reports might interest you:

  • Sponsored by G Suite

    Cross-Agency Teamwork, Anytime and Anywhere

    Dan McCrae, director of IT service delivery division, National Oceanic and Atmospheric Administration (NOAA)

  • Data-Centric Security vs. Database-Level Security

    Database-level encryption had its origins in the 1990s and early 2000s in response to very basic risks which largely revolved around the theft of servers, backup tapes and other physical-layer assets. As noted in Verizon’s 2014, Data Breach Investigations Report (DBIR)1, threats today are far more advanced and dangerous.

  • Sponsored by One Identity

    One Nation Under Guard: Securing User Identities Across State and Local Government

    In 2016, the government can expect even more sophisticated threats on the horizon, making it all the more imperative that agencies enforce proper identity and access management (IAM) practices. In order to better measure the current state of IAM at the state and local level, Government Business Council (GBC) conducted an in-depth research study of state and local employees.

  • Sponsored by Aquilent

    The Next Federal Evolution of Cloud

    This GBC report explains the evolution of cloud computing in federal government, and provides an outlook for the future of the cloud in government IT.

  • Sponsored by LTC Partners, administrators of the Federal Long Term Care Insurance Program

    Approaching the Brink of Federal Retirement

    Approximately 10,000 baby boomers are reaching retirement age per day, and a growing number of federal employees are preparing themselves for the next chapter of their lives. Learn how to tackle the challenges that today's workforce faces in laying the groundwork for a smooth and secure retirement.

  • Sponsored by Hewlett Packard Enterprise

    Cyber Defense 101: Arming the Next Generation of Government Employees

    Read this issue brief to learn about the sector's most potent challenges in the new cyber landscape and how government organizations are building a robust, threat-aware infrastructure

  • Sponsored by Aquilent

    GBC Issue Brief: Cultivating Digital Services in the Federal Landscape

    Read this GBC issue brief to learn more about the current state of digital services in the government, and how key players are pushing enhancements towards a user-centric approach.


When you download a report, your information may be shared with the underwriters of that document.