Change4Life retains M&C Saatchi and 23red following review

The government's public health campaign Change4LIfe is to maintain its successful partnerships with the agencies M&C Saatchi and 23red.

Following a review conducted through the Government Procurement Service, M&C Saatchi and 23red proved successful in their joint pitch to retain the business, reports Campaign.

M&C Saatchi will continue its relationship with Change4Life, which commenced more than five years ago, while 23red has expanded its contract with the government body Public Health England to include all of its partnership marketing activity.

Agencies on the government's creative framework received a tender for the business in August 2013, with the account being divided into two lots – Change4Life and emergency campaigns, and partnership marketing.

Through the continuation of the Change4Life programme, the government hopes to encourage people across the country to make small, sustainable lifestyle changes, including exercising more, eating a healthier diet and drinking less alcohol.

The campaign commenced at the beginning of 2009 and features advertisements that utilise stop-motion visuals from Aardman Animations.