Department of Health streamlines communications arrangements

The Department of Health has moved to improve its efficiency with a new streamlined approach to its communications agency operations.

Starting from the beginning of 2012, the government will utilise Freud Communications to organise creative PR pertaining to public health campaigns, while MEC will take responsibility for all media planning.

This represents a change from the department's previous approach of using single-issue campaigns supported by different agencies, as the new model will utilise a life course approach in which communications will focus on all topics relevant to people of certain ages.

Thanks to this integrated approach, savings of 25 percent are set to be achieved, with MEC and Freud both proving their credentials following a thorough tender process.

Sheila Mitchell, head of marketing at the Department of Health, said: "Our public health social marketing strategy takes us to the next level, adopting a life-stage based approach, which will make our campaigns more effective and save money."

This comes after the department pledged to provide a funding boost of 2.5 billion pounds for patient services in 2012/13.