Kestrel to handle anti-smoking campaign PR

Kestrel Worldcom has won a two-year deal to handle the UK public relations element of the European Union's (EU) EUR34m 'Help - For a Life without Tobacco' campaign.

The Help campaign was launched in 2005 and is aimed at encouraging young people between the ages of 15 and 24 to quit smoking - or avoid smoking in the first place.

Activities will include a nationwide Help roadshow, which will be visiting targeted events and locations.

The roadshow is organised with Kestrel in partnership with UK anti-smoking charities and organisations, allowing them to take advantage of the roadshow to promote their own activities.

Kestrel will also be responsible for media relations, media partnerships, web chats and the development of relationships with UK-based tobacco control NGOs and experts.

The campaign runs across all 27 EU countries with public relations activities managed locally by other members of the Worldcom network.

The integrated campaign also features national and pan-European television advertising and online promotion, which is managed by Ligaris Europe and Carat.

The Help campaign was initially scheduled to complete at the end of 2008.

However, due to its success, the European Commission decided to extend the project for an additional two years and put this two-year extension out to tender.

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