SYDNEY: JWT Sydney has been appointed to handle the Rudd Government's $17 million "Respectful Relationships" social marketing campaign, as revealed exclusively in AdNews today.
The agency won the four-year contract from the Department of Families, Housing, Community Services & Indigenous Affairs after a pitch against four other Federal Government rostered agencies.
The campaign will incorporate a heavy social media component but will not be exclusively digital. Print and radio will also be used to target teenagers in a bid to promote the development of healthy and respectful relationships.
Minister for the Status of Women Tanya Plibersek said: "This initiative will reach young people in the media spaces they inhabit. A significant focus will be given to an online component, which will include social media, as well as traditional mediums such as print and radio."
JWT chief executive Noel Magnus said: "This is a really important initiative by the Government to educate teenagers about the boundaries and grey areas around relationships so that they are not conditioned to behave badly when they become adults."
The Federal Government retains Universal McCann as its media agency.
Read more about the "Respectful Relationships" campaign in AdNews today [9 April, page 2]
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