Bell Pottinger to push Liverpool health drive

by Matt Cartmell, PR Week UK 31-Oct-07, 18:00

Liverpool Primary Care Trust (PCT) has appointed Bell Pottinger North to aid its fight against obesity, smoking and alcohol dependency.

Bell Pottinger has been appointed to promote all of the PCT’s public health campaigns following a four-way pitch against local outfits Paver Smith, Kenyons and Culture PR.

The agency has previously worked for the trust on projects including a keep-fit campaign fronted by The Royle Family star and native scouser Ricky Tomlinson.

Bell Pottinger North is assisting Liverpool PCT in four campaigns: its alcohol awareness campaign; its ‘Liverpool Active City’ campaign; its ‘A Taste for Health’ campaign cracking down on obesity; and its ‘Roy Castle Fag Ends’ stop-smoking campaign.

The agency will also be working with the trust to launch a strategy to tackle alcohol dependency.

The account team of three is being led by associate director Richard Clein, who will report to Liverpool PCT’s head of social marketing Jane Thomas.

Clein said: ‘It is media relations activities. We’ll be looking at getting celebrity endorsement and backing. It is all about how we can raise the profile of these campaigns using celebrities.’

He added: ‘These campaigns are not news in themselves – telling people to eat healthily and cut down on alcohol is not news. So we have to be a bit smarter. That means things such as celebrity endorsement and web 2.0 ideas.’

The fees are understood to be at least £50,000 per year and the account will be reviewed in 12 months.

Bell Pottinger North recently won accounts with two other PCTs and two NHS trusts (PRWeek, 26 October).