The project will focus on working with prisoners, both when they are imprisoned and once they have been released into the community. Its ambition is to improve the general health and fitness of prison inmates.
The pitch, which took place earlier this week, involved three undisclosed digital agencies and is being managed by COI. A result is expected at the end of this week.
Last July, the Department of Health halted a pitch for the NHS Choices advertising account in order to revamp its online activities after shortlisting CHI & Partners, DDB London and Farm.
The Government launched NHS Choices in June 2007, to help patients and health professionals make personal healthcare choices by providing them with information on health conditions, medical advice, treatments and services.
The NHS Choices website replaced the previous NHS.uk website and uses the slogan: "Your health, your choices."