Grey's social marketing arm, Campaigns Advocacy & PR will lead the Micronutrient Operational Strategies and Technology (MOST) project. It won the business following a pitch against Basic Advertising, Ogivly & Mather and Gallardo & Associates.
Bong Osorio, Campaigns Advocacy president, said the MOST programme aimed to lessen the incidence of micronutrient deficiency through the fortification of food.
Osorio said the agency was working on an integrated campaign which would break in the final quarter of this year and run until the middle of 2004.
The main targets are food manufacturers, wholesalers, retailers, health workers, educators and the general public. The campaign will feature toddlers and mothers and highlight the importance of proper nutrition.
The Philippines, which suffers from a high incidence of vitamin A, iron and iodine deficiency among young children and mothers, will require food suppliers, including producers of flour, rice, noodles and biscuits, to fortify their products with micronutrients by 2004.
