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In a bid to recruit 250,000 Californians to volunteer as mentors for high-risk teenagers, Runyon Saltzman & Einhorn will unveil a new $3 million ad campaign next week.
The Sacramento, Calif.-based agency won the account for the State of California’s Partnership for Responsible Parenting in a review earlier this year. This assignment is part of a $30 million, three-year effort.
The new statewide mentor campaign consists of two TV spots and two radio commercials, as well as newspaper ads aimed at specific ethnic groups.
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