ATLANTA Zeh Arndt Creative is producing a series of television, radio, print and Internet ads for its new client, Eckerd Youth Alternatives, the agency said.
The independent St. Petersburg, Fla., shop launched the TV and Web work Dec. 1 in 10 markets. Radio ads began running in those markets about two weeks ago.
Zeh Arndt acquired the account without a review. The incumbent was Roberts Communications of Tampa, Fla. EYA is spending more than $200,000 on the campaign.
The media buy includes the cable television networks MTV, ESPN, Spike, Comedy Central, TBS, FX and USA. Internet ads are running on local radio Web sites in each of the 10 markets, as well as other venues including skateboarding.com, sparknotes.com and billboard.com.
The campaign is designed to recruit counselors and instructors for the nonprofit organization that works with troubled youth. The counselors live in tents in the woods with the youth five days a week, 24 hours a day. Currently, the foundation has about 250 counselors and teachers.
"With so may troubled teens in need of our help, nothing is more important to us than finding committed adults to serve as counselor and teachers," said Betty Martin-Lewis, vice president of human resources at EYA.
EYA was formed in 1968 by Jack Eckerd, founder of the Eckerd drugstore chain, and has 18 programs in seven states stretching from Florida to New England. More than 60,000 troubled kids have been through the program.