Public Health England will spend a quarter of its £55m marketing budget on anti-smoking campaigns this year, its marketing plan shows.
Tobacco control will be the top priority for the body, which will run a series of national advertising campaigns. Its second priority will be to encourage people to “eat well and move more”, and campaigns on this theme will account for about 19% of its marketing spend.
The quango will spend 16% of the budget on campaigns to promote the early diagnosis of cancer and 4% on promoting the early diagnosis of dementia.
It will spend just 2% of its marketing budget on campaigns about alcohol harm and just 1% on immunisation campaigns.
PHE has also pledged to work closely with local government on public health promotion, allocating 7% of its budget to “regional innovations”. This will involve helping local authorities to publicise evidence from local and regional work, such as local early diagnosis trials.
Dominic Harrison, director of public health at Blackburn with Darwen BC, told HSJ’s sister title Local Government Chronicle that councils should find ways to align their own spending on public health campaigns with the work that was scheduled to be carried out nationally by PHE.
“It makes sense to look for any areas of overlap and make sure that if you’re both targeting the same issues, you find the most efficient way to do it”, he said.
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This story originally appeared in LGC.