Spend on the campaign is estimated to be £10m, nearly half the Department of Health's (DoH) annual anti-smoking budget. Health secretary Patricia Hewitt announced last week that the ban would come into force on 1 July next year.
The consumer campaign will begin in earnest in March with a focus on the dangers of second-hand smoke. Until then, the DoH will run non-specific ads encouraging people to give up smoking, as well as communications aimed at businesses affected by the ban.
In August, Farm and MCBD were shortlisted for creative duties on the DoH's main anti-tobacco account. It is understood that Farm will oversee the smoking-ban activity and MCBD all other anti-smoking duties. Profero will handle online activity, while media planning will be undertaken by Mediaedge:cia.
Golley Slater has already created an ad campaign for the ban on smoking in Wales, which comes into force on 2 April. The £2m work focuses on passive smoking.
The DoH refused to confirm Farm's appointment.
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