Washington, DC, May 13, 2002 — Ogilvy Public Relations Worldwide announced today that it has been chosen by the Centers for Disease Control and Prevention (CDC) to lead a targeted online advertising campaign delivering cancer screening and prevention messages to the 80 million Americans who use Yahoo!
Ogilvy PR developed a series of online ads that raise awareness of colorectal cancer, the number-two cancer killer in America. The ads will run throughout Yahoo! and are targeted toward Americans aged 45 and older as well as health professionals. Over the next month, the ads will garner an estimated 25 million impressions by targeted Yahoo users.
In conjunction with the ads running on Yahoo!, Ogilvy PR developed a new colorectal cancer awareness campaign Web site for CDC. Users who click on the Yahoo! ads are directed to the campaign site, where they can find quick facts about colorectal cancer, e-mail a friend a “get-screened” reminder or download multimedia public service announcements. The Web site also features information for health professionals including prevention and early detection information.
The current Yahoo! ad campaign is an extension of Ogilvy PR’s long-standing work for CDC’s Screen for Life National Colorectal Cancer Action Campaign. Screen for Life is a multi-year, multimedia campaign designed to educate men and women aged 50 and older about colorectal cancer and the importance of regular screening for colorectal cancer.
In addition to the colorectal cancer ad campaign, Ogilvy PR will direct future online advertising campaigns on Yahoo! for CDC about other cancers, including breast, cervical, ovarian, prostate and skin cancer.
“We are excited about helping CDC extend its efforts to prevent and control cancer to the Web, an increasingly important source of health information for millions of Americans,” stated John Bell, senior vice president and director of Ogilvy PR/Washington DC’s Creative Group. “One of the things that makes this new program so unique is our ability to reach targeted segments of Yahoo’s audience of more than 80 million users, thus delivering the right cancer prevention messages to the audiences that need to hear them most.”
About the Centers for Disease Control and Prevention
The Centers for Disease Control and Prevention (CDC) protects people’s health and safety by preventing and controlling diseases and injuries; enhances health decisions by providing credible information on critical health issues; and promotes healthy living through strong partnerships with local, national, and international organizations.
About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide was named “Agency of the Year” in 2000 and 2001 by The Holmes Report and PR Week respectively. Headquartered in New York, Ogilvy PR partners with clients throughout the world from its offices in 60 markets across the United States, Europe, Asia, Australia, and Africa and through global affiliate relationships as part of WPP Group, the world’s largest marketing communications company. Ogilvy PR has specialty practices in Corporate, Entertainment, Health & Medical, Marketing, Public Affairs, and Technology. Its Technology Practice operates under the Alexander Ogilvy brand; the Entertainment Practice operates under the B|W|R brand. Feinstein Kean Healthcare is the firm’s wholly owned healthcare and biotechnology subsidiary. For more information, visit the Web site at www.ogilvypr.com.