Two Remain in CDC Youth Media Review

Two contenders remain in the review for the federal Centers for Disease Control and Prevention’s Youth Media campaign. Saatchi and Saatchi in New York and DDB Seattle, sources said, will make mid-September presentations in the final phase of a $125 million initiative intended to promote exercise and healthy eating habits in “tweens,” youth between the ages of nine and 13.

As the review process was structured, contenders consisted of “teams” including public relations, youth marketing, minority, research and other resources needed to drive the project. DDB, for example is partnered with pr firm, Porter Novelli. Sources partnered with TBWA\Chiat\Day San Francisco’s efforts acknowledged their team has been eliminated. Executives at Campbell Mithun, which also had made it to the final four, could not be reached for comment. Michael Greenwell, a CDC administrator in Atlanta working on the review, did not return phone calls.

Funding has been appropriated for the first year of the project; President Bush eliminated a second year extension in budget proposals earlier this year.