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Coi UK Government

Government frees up spend on health advertising campaigns

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By The Drum Team, Editorial

May 30, 2011 | 2 min read

The Government is set to spend millions on promoting new health campaigns following a report by the Department of Health on the consequences of ceasing all but ‘essential’ publicly funded advertising.

The report found that since the Government’s spending freeze last year on advertising campaigns, calls to drug abuse helpline Frank had fallen by 22% while the Smokefree website has seen visitor numbers drop by half.

The freeze saw a halt called on the annual £540m spent by the Government on advertising to all 'non-essential' campaigns.

The report also said that: “the cessation of marketing activity [had] resulted in declining quit attempts, and subsequent loss of life from smoking-related illness".

It said that it had assessed the impact that the freeze on Government mass communication had had, and now recommended that some advertising, alongside sponsorship, paid media partnerships and PR be resumed.

As a result, health secretary Andrew Lansley is said to be set to spend an extra £15m to promote anti-smoking website, while another £14m will be put aside to promote healthy living, with a total of £44m set to be spent on four campaigns in total.

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