Change 4Life plans advertising account review

The government could seek a new PR partner for its Change4Life campaign following a forthcoming review of the initiative's advertising account.

Public Health England, the newly-created executive body of the Department of Health, is overseeing the statutory review, which will be headed up by marketing director Sheila Mitchell, reports Campaign.

The review is intended to be completed by autumn 2013, which is when current account holder M&C Saatchi's contract is due to end.

M&C Saatchi has worked with Change4Life for more than five years and will take responsibility for a summer campaign promoting active lifestyles among children.

According to Change4Life's latest marketing strategy plan, advertising activities next year will focus on changing eating habits and improving exercise levels, while particular consideration will also be given to new ways of tackling over-consumption of alcohol.

The Change4Life programme was launched in 2009 and works with a long list of national partners, including non-government organisations and high-profile commercial brands.