Department of Health to review Change4Life £14 million campaign
The DoH is to review its arrangements with advertising company M&C Saatchi as website views fall by two thirds.
The DoH is expected to hold a statutory review by making the agency, which won the account in 2008, pitch against others.
A spokesperson for the government health body said: “We will be looking at all our agency contracts in the light of our new social marketing strategy - we will still be delivering public health campaigns but taking a life course, holistic approach so our activity will target every stage of life with a trusted brand providing all the information, support and advice on the health issues relevant to that stage in a person's life.”
The DoH said they hope to reduce the number of agency partners held and focus on payment by results, following the announcement on how much would be spent on health campaigns, as announced in The Drum.
It is anticipated that whichever company wins the contract will be expected to take the Change4Life campaign further, including messages on reducing salt intake, as well as the regular message on exercising.