Agencies line up for EU anti-smoking job

The European Union is seeking an agency to handle a pan-European ad campaign on the dangers of smoking.

The winning agency will create a push to run across 27 member states next year. At this stage, the pitch does not include media planning and buying.

Agencies will be asked to create advertising for three briefs: one to dissuade young people from starting to smoke; another to persuade young smokers to give up; and a third to push the dangers of passive smoking.

Each brief will include TV ads, digital and PR. The campaign will target two main age groups across Europe: 15- to 24-year-olds and 24- to 35-year-olds.

The contract is for two years. Completed tenders are due by 20 August and a decision is expected by the end of the year.

In 2005, the EU appointed the Paris agencies Ligaris and Carat to handle creative and media for its anti-tobacco campaign. The agencies created and ran three commercials in 25 member states.