The campaign will highlight the new human papilloma virus (HPV) vaccination programme, which will help protect girls from cervical cancer in later life.
The target is 12- to 13-year-old girls and their parents, particularly mothers. It will explain the benefits of the vaccine, as well as making clear how and when it will be administered.
Parents will also be directed to a website and helpline for further information.
The Central Office of Information (COI) managed the three-way pitch, which also included Forster and Band & Brown. PR is part of an integrated campaign which includes activity across TV, radio, press, and digital.
'This is a vaccination of huge significance in the war against cancer. It is not without its complexities and challenges though, so our job is to keep the communications consistent, clear and open,' said Consolidated board director Liz Fay, who will lead the agency team.
'Working closely with the other marketing disciplines, the role is to ensure that girls and their mums feel informed and compelled to opt in,' she added.
The campaign will also look to inform school nurses, GPs and teachers as a secondary audience, in addition to older girls who will be having the vaccination as part of a future catch-up programme. Consolidated is working in partnership with the DoH to develop and deliver the activity.
The vaccination programme, which was announced in June 2007, will begin in September 2008.