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FDA picks Riester for anti-smoking campaign

Adweek has reported that the FDA has picked six agencies — including Phoenix-based Riester, which has previously been involved in youth tobacco prevention advertising — to work on a new anti-smoking initiative, which together have a spend ceiling of $390 million over the next five years. Ending a bidding process that began in September 2011, Grey, Mullen, Draftfcb, Campbell-Ewald, American Legacy Foundation and Riester were chosen for the task.

The group of agencies will now be given assignments or will submit proposals in a competitive scenario.

The focus of the program will target teens with the aim of preventing smoking or getting them to stop while they’re still young. Unlike other more mass-market anti-smoking campaigns, the FDA, which has regulatory oversight of the tobacco industry, doesn’t want to demonize tobacco, sources said. Rather, the marketing will present a more positive image of life without tobacco.

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Michael Gossie

About Michael Gossie

Michael Gossie is an award-winning journalist who has earned more than 50 awards for writing, editing and design. He studied economics at Elmira College in Elmira, N.Y., and put his entrepreneurial spirit to work in 2007, using a 200-year-old family recipe to launch an Italian sauce company. He is a competitive marathon runner, Ironman triathlete and is most proud of being the founding president of the Steuben Arc Foundation in Upstate New York, which serves individuals with developmental disabilities, including his sister.