BBJ Media Services has snapped up the media planning and buying for the
Department of Health’s high-profile teenage anti-smoking campaign.
The account was awarded without a pitch, following a two-way shoot-out
for the creative business last March, when through-the-line agency,
Brewer Blackler, beat off the Health Education Authority, represented by
Abbott Mead Vickers BBDO.
BBJ will draw on findings from its long-term research project, Media
2000, in order to hit its target audience of youngsters aged 11-15 with
a no smoking message.
The campaign, which is worth pounds 1 million a year for three years,
breaks in June. It will use appropriate youth titles to offer rewards
and incentives to youngsters, as well as combining activity in schools,
a roadshow, a telephone helpline and private sector sponsorship. Direct
mail will also play a part in the initiative.
Nigel Morris, a director at BBJ, said: ‘It’s difficult to buy media that
won’t hit youngsters over 15. Our job is to maximise impact to 11- to
15-year-olds and minimise the message to those outside the age group.’
The Government launched a separate campaign against teenage smoking
following the failure of previous efforts aimed at adults and children.
The DoH originally invited three organisations to pitch: the HEA, Brewer
Blackler and the Central Office of Information (Campaign, 16 February).
The COI was eliminated in the early round of pitches.
It is the first time the HEA has lost since being forced to compete for
government business with the private health sector following a review of
its work last year.