The Department of Health has called a pitch for the launch of NHS LifeCheck, an online health assessment questionnaire service.
COI has shortlisted Leo Burnett, VCCP and Miles Calcraft Briginshaw Duffy to pitch for the business.
NHS LifeCheck, designed to help people assess and manage their health, is a result of the 2006 government White Paper Our Health, Our Care, Our Say, which outlined the Government's commitment to develop three NHS LifeChecks for three age groups: early years (babies aged five-eight months old), adolescents (people aged 12-15) and mid-life (people aged 45-60).
It is understood that the winning agency will handle advertising for all three NHS LifeChecks.
The Government has allocated £5.8 million to deploy the service in 83 of the most deprived local authorities in England. It is hoped people will complete a health check and act on the advice and targets it supplies.
The NHS Mid-life LifeCheck is expected to launch in early 2009, with a national roll-out planned for later on this year.
The service will initially be developed online via the NHS Choices website. However, the Government aims to give people access to NHS LifeCheck in a wide range of community settings, including schools, pharmacies and leisure centres.