Prior Information Notice - Procurement of a Marketing & Communications Agency to support millions to move

The purpose of this PIN is to inform market operators of a potential future exercise to procure services supporting the marketing and communications for a new nationwide programme to increase physical activity and reduce inactivity.

Health Innovation North East and North Cumbria (HI NENC) is commissioning an agency partner to design and deliver the marketing, PR, and communications strategy for a national behaviour change programme designed to increase physical activity and reduce inactivity across England.

The Programme responds directly to the Government's 10 Year Health Plan commitment to motivate millions to walk - and where possible run - regularly.

Sir Brendan Foster has convened expert partners to support this.

The Programme aims to reframe movement as personal, cumulative and achievable through the core proposition: The Programme is not a traditional sports campaign.

It is a long-term national behaviour change movement designed to: - • Increase movement among inactive adults • Address health inequalities • Build a recognisable, inclusive national movement brand • Enable sustainable habit formation through digital tools and rewards • Advertising - including advertising investment to launch and sustain the campaign within the first year.

The associated marketing campaign must inspire participation at scale, whilst remaining grounded in behavioural science and public health evidence.

The appointed agency will be responsible for developing and delivering a full set of campaign materials, frameworks, strategies, activation plans, toolkits, digital assets, evaluation reports, and all content needed to deliver the programme end to end.

This must be aligned to the overall narrative framework.

This will include planning major PR and press moments, building momentum towards launch dates and engaging with key stakeholders to strengthen partnerships.