The agency won the brief after a competitive pitch that began in December last year and was handled by COI and the Department of Health.
It is the first time that DraftFCB London has been appointed to the Department of Health roster.
The agency will be responsible for recruiting and retaining extra full-time health visitors across England by 2015.
Activity through direct mail, press, ambient and outdoor advertising will target students and nurses to achieve its recruitment target, as well as elevate the status of health visitors to highlight the integral role they play in giving children and families the best possible start.
The appointment follows Prime Minister David Cameron's pledge, made late last year, to recruit more full-time health visitors after a decline in positions, which could have a potential impact on health and wellbeing for children, families and communities.
An initial test campaign will launch imminently with a broader drive due in the coming months.
The brief is expected to be one of the last issued by COI before its closure at the end of March.
This article was first published on campaignlive.co.uk