NEWS: Agencies to pitch for fluoridation ad push

Agencies are being secretly sounded out about a highly controversial campaign to promote the fluoridation of London’s water supplies.

Agencies are being secretly sounded out about a highly controversial

campaign to promote the fluoridation of London’s water supplies.



Four shops have presented initial proposals for the pounds 1 million

assignment before a full-scale pitch takes place within the next two

months.



However, fluoridation is a contentious issue and no advertising is set

to get the green light until after the general election.



None of the agencies involved in the contest are on the Central Office

of Information roster. Instead, the pitch-list is understood to have

been drawn up with the help of the Advertising Agency Register.



The contest is being conducted by a senior official from an inner London

health authority who has been seconded to investigate the project under

the sponsorship of the Department of Health.



The Government is keen to press ahead with the fluoridation of water

supplies as it is the cheapest way of reducing tooth decay, particularly

in deprived inner-city areas.



But progress has stalled in the face of environmentalists who want

drinking water to be free of chemical additives and other pressure

groups who regard fluoridation as enforced medication and a totalitarian

measure.



Other detractors believe that fluoride, far from improving health, can

cause bone and liver cancer and damage the immune system.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).