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Tower Hamlets PCT hands The Hub social marketing brief

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By The Drum Team, Editorial

March 25, 2009 | 2 min read

Tower Hamlets PCT has chosen The Hub to create a campaign to reposition healthy living as a desirable youth trend in the run up to the London 2012 Olympics.

The Preston-based agency was selected following an open competitive tender involving another eight unnamed agencies.

The contract will run for six months, encompassing extensive primary and secondary research, the development of creative routes, service design, pre-testing and the delivery of a comprehensive media strategy. The implementation phase will be the subject of a separate tender.

Esther Trenchard-Mabere, associate director of public health at Tower Hamlets PCT, said: “Childhood obesity is one of the biggest public health challenges facing us in Tower Hamlets and we know we will only be successful if we work in partnership with local people and organisations across the Borough.

"We have commissioned this work to gain a better understanding of what will help our children and young people adopt active and healthy lifestyles and how best to communicate key messages.”

While The Hub envisages media tactics and creative executions will form an element of the campaign, it says community engagement, stakeholder mobilisation, training and service/intervention design will play key roles in driving the project.

Helen Johnson, managing director at The Hub, said: "Our first challenge is to gather a rich understanding of the factors influencing current behaviours within our audience and test a variety of propositions that could be successful in modifying these behaviours."

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