Media Industry To Run Health Campaign

Media reports suggest that a conglomerate made up of leading media and advertising agencies has been hired by the UK government to run a health marketing campaign in the run-up to the London 2012 Olympics.

The multi-year initiative, spearheaded by the Advertising Association, will look to raise awareness of issues such as obesity, alcohol and exercise.

As part of the arrangement, it is believed that the agencies will provide creative campaigns and advertising space and work with TV broadcasters to create editorial opportunities.

It is unclear how the initiative will be funded although some sources suggest that the media will part-fund the project which is likely to run for three to five years.

Full details of the plan are set to be revealed later this summer.