Change4Life gears up for £10.9m ad review

Change4Life, the Government's healthy living initiative, is gearing up to hold a review of its £10.9m advertising account.

Change4Life: ad review confirmed
Change4Life: ad review confirmed

A statutory review of the business, currently handled by M&C Saatchi, will be overseen by the newly created executive body of the Department of Health, Public Health England, in the next couple of months.

PHE’s marketing director, Sheila Mitchell, who was previously the marketing director at the Department of Health, will run the review. It will be completed by the autumn, when M&C Saatchi’s contract ends.

Agencies on the new Government Procurement Service roster are expected to be notified soon and will be expected to launch an autumn ‘Back To School’ campaign that will focus on changing parents' attitudes on travel.

M&C Saatchi has worked on the business for more than five years. The agency will be responsible for delivering Change4Life’s summer ‘Move More’ campaign, designed to get children moving for an hour every day, as part of anti-obesity drive.

Change4Life, was previously overseen by the Department of Health directly but was moved to Public Health England following a restructure of the government departments at the beginning of this month.

Over the next year, Change4Life has said in its new marketing strategy plan that it will focus on delivering change in healthy eating habits and improving exercise levels. It will also review its alcohol programme to ensure that the marketing strategy is appropriate, given the scale of the issue.

A spokesperson for PHE confirmed the review.

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