BBH's appointment follows the allocation of a £15 million budget from the Department of Health to be split between Cancer Research and the British Heart Foundation, to warn the public about the dangers of smoking.
Cancer Research selected BBH after a pitch involving several London agencies.
However, the DoH has yet to ratify the decision. The budget for BBH's activity is expected to be half of the £15 million. Mother and Partners BDDH are still waiting to hear who has won the BHF's anti-smoking brief.
Cancer Research spent several weeks discussing the plans with the DoH before agreeing to become involved. It uses WWAV Rapp Collins both for above-the-line and direct marketing activity and MediaCom for media.
No-one at BBH or Cancer Research was available for comment.