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The Centers for Disease Control and Prevention has approached agencies about a new assignment that targets preteens. The goal is to prevent high-risk behavior, including smoking and drugs, the CDC confirmed. Billings are estimated at more than $100 million.
Dubbed the youth media campaign, the initiative is mandated by Congress and will launch in 2001, a CDC official said. It is the first time the CDC has embarked on a paid media effort.
The Atlanta-based federal agency is reaching out through its public relations shop, Porter Novelli in Washington, D.C.,
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