Public Health England
Government marketers come and go, but Mitchell has staying power. Against a backdrop of spending cuts, she continues to get support for her campaigns, because they work. Last year, public-health marketing shifted from the Department of Health to the new quango Public Health England, but the move has not disrupted Mitchell’s efforts to improve the nation’s well-being through marketing. One of her 2014 highlights has been the strong results coming in for ‘Be clear on cancer’, with the early-diagnosis campaign showing evidence of having saved lives. Mitchell has never shied away from linking up with brands. She led the innovative tie-up between the healthy-living plan Change4Life and Disney, while the anti-smoking initiative Stoptober, to which Mitchell brought a dash of humour, recorded its highest-ever level of participation.