Santa Monica, Calif., July 17, 2009 — The California Department of Public Health announced the hiring of RPA as its agency of record to handle creative, media planning and buying, Web development and digital marketing for the California Tobacco Control Program. The advertising budget is approximately $15 million. The contract begins in September 2009 and runs through 2014.
"RPA clearly demonstrated that they had the depth, capacity and staff to address our needs and their company philosophy is a good fit with our goals," said Colleen Stevens, chief, media unit at the California Department of Health Service's Tobacco Control Program.
California's long standing anti-tobacco campaign has helped change the way people view tobacco use and has motivated millions of smokers to quit and many others to never start smoking. Since the state first began its campaign in 1990, smoking has dramatically decreased in California, and secondhand smoke exposure has been significantly reduced.
"It's exciting to have this unique opportunity to create compelling work that continues the California Tobacco Control Program's success affecting social norm change in the state," said Tom Kirk, EVP, management account director at RPA. "It's rare in our world of advertising that we can apply all of the knowledge we have spent our careers accumulating toward an effort to save lives."
About California Tobacco Control Prevention The California Tobacco Control Program was established by the Tobacco Tax and Health Promotion Act of 1988, approved by California voters, instituting a 25-cent tax on cigarettes and earmarking 5 cents of every cigarette pack sold to fund California's tobacco control efforts. To learn more about California's tobacco control program, visit www.cdph.ca.gov or www.TobaccoFreeCA.com.
About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands and La-Z-Boy, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Zatarain's. For more information, visit http://www.rpa.com.