It will target 30 to 55-year-old back-pain sufferers with the message that they should stay active.
‘Traditionally, treatment for back pain is bed rest, and although many still believe this is the best remedy, health professionals now agree that the best treatment is to stay active and lead as normal a life as possible,' said a spokeswoman.
In addition to the personal cost of back pain - which can include physical and mental ill-health and unemployment - there is a wider financial cost to the NHS and the economy. Welsh Assembly head of strategic comms Sara Moseley said: ‘It is crucial we get the right messages across. Too many people take the wrong course of action to try and solve it.'
COI managed a three-way pitch that included Grayling PR and Harrison Cowley.
Work starts in October.