Government anti-obesity campaign to run PR blitz

The Government plans to draft in PR agency support for a national anti-obesity campaign linked to London’s 2012 Olympics bid.

The PR blitz will form part of the campaign to get at least 75 per cent of the population ‘active’ by 2020.

A spokesman at the Department for Culture, Media and Sport (DCMS) – which is developing the campaign alongside the Department of Health – said the agency recruitment process would get under way ‘early in the new year’, with the campaign kicking off in April.

However, he dismissed a report, published last week, that said £1m would be lavished on publicity as ‘pure speculation’ and declined to comment on potential PR spend.

The spokesman said it was ‘quite possible’ COI Communications would co-ordinate the agency hire, but added this was ‘something that has yet to be discussed’.

The campaign is being developed by the Activity Co-ordination Team, chaired at ministerial level by sports minister Richard Caborn and public health minister Melanie Johnson. The team includes representatives from bodies such as Sport England.

The campaign will begin in 2004 and will try to link with London’s bid to host the 2012 Olympics, for which PR activity will intensify next year.

In June, the Government’s chief medical officer Sir Liam Donaldson described data showing the number of Britons affected by obesity to have tripled in the past 20 years as ‘chilling’.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.