Change4Life begins £10.9m creative review

Change4Life, the Government's flagship public health campaign, has issued a tender through the Government Procurement Service for an advertising agency.

Change4Life: 2012's sneak by M&C Saatchi
Change4Life: 2012's sneak by M&C Saatchi

The ten agencies on the Government’s creative roster have received the tender for a two-year contract, divided into two lots. The first lot includes the main Change4Life activity as well as emergency campaigns, while the second is for partnership marketing.

Public Health England, the new executive body of the Department of Health, will manage the campaign for which the total budget is £10.9 million for the financial year 2013/2014.

Agencies can pitch for one or both of two lots. M&C Saatchi – one of the shops on the Government's creative roster – has worked on the Change4Life campaign for more than five years.

Change4Life aims to tackle common health issues such as obesity by encouraging small, sustainable lifestyle changes, such as exercising, altering diet and drinking less alcohol.

The best-known activity featured clay figures animated by Wallace and Gromit creator Aardman Animations, such as 2012's "sneak", which offered tips to cut down on drinking with the tagline: "stop the drink sneaking up on you."

The tender’s first lot also includes a brief for emergency public health campaigns. Past emergency public health campaigns have responded to events such as the 2009/2010 swine flu pandemic.

The partnership marketing element is currently handled by the integrated agency 23red. Although 23red is not on the government roster it is named as a subcontractor on M&C Saatchi's contract and so the two companies could launch a joint pitch.

Four agencies will be chosen to pitch in October, with the contract starting on 1 December.

Change4Life’s budget has been more than halved in recent years, from the original three-year budget of £75 million from 2007/2010, to the £10.9 million figure for the current year.

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More