The agency will spearhead the DoH's three-year maternal and infant nutrition campaign. The six-figure account will see the agency targeting lower socio-economic groups via celebrity endorsements as well as other methods.
Euro RSCG bagged the account following a three-way pitch that is believed to have also included Forster and Fishburn Hedges.
The campaign has been conceived in a bid to address inequalities in infant feeding practices. Research shows that young mothers from a lower socio-economic group are less likely to breastfeed their babies, despite plenty of evidence that breastfeeding is better for both babies and mothers.
Euro RSCG brands director Jo Grierson said: 'There's an attitude of them-and-us towards healthcare professionals, which we will overcome by infiltrating peer groups, such as sisters and mothers. A pregnant girl of 25 is more likely to listen to her mother, not a doctor.'
The campaign will include ideas such as introducing a 'breast buddy' scheme for young mothers and boosting the profile of National Breastfeeding Week in May.
Euro RSCG will also try to persuade mothers to delay weaning until six months, raise awareness about taking folic acid during pregnancy and brief healthcare professionals on the problems of vitamin D deficiency.