Danya - Breaking News

Danya International Assists Foote Cone & Belding with
ONDCP Anti-Drug Media Campaign

Silver Spring, MD (January 3, 2005) —A team headed by leading global advertising company Foote Cone & Belding (FCB) was awarded a contract valued at more than $100 million annually to implement the White House Office of National Drug Control Policy (ONDCP) Anti-Drug Media Campaign. Danya International, Inc. (Danya), will provide social marketing and behavior change expertise through a Media Campaign Advisory Team to help develop ads targeting youth and parents with the goal of reducing youth drug abuse across the country. The FCB Team also includes several other partners for media buying and multicultural expertise, including:

Initiative Media, a major global media buying company
LaGrant Communications, specializing in the African American community
G&G, specializing in the Native American community
Latinvox, specializing in the Hispanic youth community
IW Group, specializing in the Asian American community

Danya will lead the media campaign advisory group to provide expert input into the development of anti-drug advertisements targeted toward youth and their parents. According to Kristen Holtz, Ph.D., Danya’s Vice President for Child and Family Health and project lead for Danya, "the previous campaign centered on the brand of my anti-drug has been shown to be effective for parents, but less effective for influencing youth directly?we hope to develop a new brand that will have a greater impact across both target groups."

In addition, Danya’s Senior Social Marketing Associate, Andrew Hertzberg, will be located onsite at ONDCP to assist with the coordination of the campaign with ONDCP staff, the Partnership for a Drug-Free America, FCB, and other key participants in the campaign.

"This is a great opportunity for Danya to build on our expertise, both in behavior change strategies and substance abuse prevention," said Jeff Hoffman, Ph.D., President and CEO, "and working closely with our team members, we hope to have a national impact on reducing drug use among youth."

About Danya International, Inc.

Danya creates, delivers, and evaluates innovative behavior change strategies that empower people of all ages and from all walks of life to live healthier and better educated lives. The company provides breakthrough services in the areas of public health communication, research and evaluation, information technology, education and training, program management support, and health product development. Founded on the guiding principles of integrity, quality, and creativity, Danya helps its public and private-sector clients to develop research-based tools and campaigns that communicate clear, concise, and effective health messages across all media forms. Founded in 1996, Danya is based in Silver Spring, Maryland. To learn more about the company, visit www.danya.com.