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Performing Arts

Volume 493: debated on Monday 1 June 2009

To ask the Secretary of State for Health whether his Department has engaged any (a) actors, (b) musicians and (c) other performers to support its initiatives over the last five years. (264059)

The Department has engaged actors, musicians and other performers for advertising and publicity activities (for example, public health campaigns) and for staff learning and development activities (for example, to conduct role plays during training courses).

It is not possible to provide the information in the format requested. The information that is available is included in the following table.

Public Health Campaigns 2008-09

Campaign

Date

Size

Overall campaign cost in 2008-09

Celebrity/used? What for?

Change4Life

2008-09

Television/poster/print ads/media partners/online/leaflets

£25 million

No1

Know Your Units (part of Know Your Limits)

2008-09

Television/poster/print ads/online

£7million

No

FRANK

2008-09

Television/poster/print/radio/online

£6.5 million2

No

HPV vaccine

2008-09

Television/radio/posters/print/online

£4 million

No

Condom Essential Wear

2008-09

Advertising (television, cinema, radio, print, ambient and online), PR, partnership activity, stakeholder engagement, other digital activity, research and distribution of campaign materials.

£5.2 million

No

5 A Day “What Counts”

2008-09

Posters/print/online

£500,000

Melinda Messenger. As well as taking part in the video with 5 A DAY case study mums, she also took part in a photoshoot with press photographers. She gave many interviews with the media and provided quotations, comments and top tips for use in the media in support of the 5 A DAY campaign.

Breastfeeding “Breast Buddy”

2008-09

Posters/print/online

£1 million

Jenny Frost (a new mum) was used to promote breastfeeding. She did personal appearances and interviews.

Smokefree (tobacco)

2008-09

Television/posters/print/radio/online/media partnerships/stakeholder activity/helplines/research

£43 million

MSN created a website which included five video diaries from Gary Lucy, Gemma Bissex and Sian Reeves as they tried to give up.

Catch It Bin It Kill It

21 November 2008

Radio/press/online/ambient ads, plus radio content, and research

£1.781 million

Donna Air, actress and mother. Helped launch campaign with radio interviews. Presented small video for online use.

Seasonal Flu

3 October 2008

Television/radio/pharmacy bags/online ads plus PR/leaflets/distribution/research

£1.9 million

No

1 Professor Tanya Byron has been paid to promote the Change4Life campaign. She is employed as an expert but I have included her in the costs as she may be seen by some as a celebrity.

2 Department of Health and Home Office

Total campaigns cost was £95.9 million.

Total celebrity costs were £89,384.

The percentage of campaigns costs spent on celebrities was 0.09 per cent.