- The Washington Times - Monday, August 13, 2001

Denver is the initial site for a media campaign that will try to educate consumers on cutting back on their use of antibiotics.
The Agency for Healthcare Research & Quality, based in Rockville, is funding the 4-year, $2 million project.
The campaign's focus is to try to veer patients away from their excessive use of antibiotics to minimize the spread of drug-resistant bacteria. Some bacteria that already exist are resistant to antibiotics.
The first year of the project, beginning this November, will include direct mail pieces to 38,000 households in the Denver metropolitan area.
The agency in November 2002 will start a mass media campaign, which will include television, radio, newspaper and outdoor advertising. It will spend the following two years to analyze the project to determine which advertising strategies are most effective.
"The goal is to identify which strategy works best," says Ralph Gonzales, associate professor of medicine at the University of California, San Francisco, who's working on the project. The successful strategies can then be passed on to other states.
Medical officials say antibiotics are being overused either by physicians who prescribe drugs that cannot treat a particular illness, or they are used improperly by patients.

No decision yet

The Washington, DC Convention & Tourism Corp.'s $1.8 million advertising account is still up for grabs.
The marketing arm for the city is prolonging its search for a new agency until next month. Officials at the Convention & Tourism Corp. have narrowed down the finalist list to eight agencies from 31 proposals submitted last month.
The finalists will give 1-hour oral presentations by mid-September and a decision will be made shortly after, says Bill Hanbury, president and chief executive of the newly formed Convention & Tourism Corp.
The contract is good for one year with the option to renew for three more years.
The Washington, DC Convention & Tourism Corp. was formed in April after the Washington, DC Convention and Visitors Association merged with the D.C. Committee to Promote Washington.

Extra Extra

The Times Community Newspapers is starting a new publication in Prince William County, Va..
The Prince William Times, which starts publishing Aug. 23, will be distributed every Thursday to the more than 15,000 residences and businesses in the Gainesville, Haymarket, Bristow, Catharpin, Nokesville and Manassas communities.
The newest paper, which joins 17 other publications under the Herndon-based Times Community Newspapers umbrella, is free of charge.
The Times Community Newspapers, which include the Springfield Times, the Burke Times, the Fairfax Times, the McLean Times and the Vienna Times, are distributed to more than 230,000 homes.

New wins

O'Keefe & Co. Inc., in McLean, has added five new clients collectively worth $772,000 in annual billings. The new clients include Oracle Services Industries, NFR Security and Sanchez Computer Associates.
KSK Communications of Vienna has added Tandberg LLC, a provider of videoconferencing solutions and services, to its client list.
MGH Public Relations of Baltimore will handle the public relations for Towne Hall, a restaurant in Baltimore County, and Hord Coplan Macht Inc., a Baltimore architectural firm.
Ogilvy Public Relations Worldwide in the District has added eight new clients including YMCA of Metropolitan Washington, National Association of Orthopedic Nurses and the Center for Advancement of Energy Markets.
Donna De Marco can be reached at 202/636-4884. Advertising & Marketing runs every other week.

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