{"id":13578,"date":"2011-12-21T14:35:54","date_gmt":"2011-12-21T13:35:54","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=13578"},"modified":"2011-12-21T14:35:54","modified_gmt":"2011-12-21T13:35:54","slug":"deborah-cohen-freud-pr-and-public-health","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2011\/12\/21\/deborah-cohen-freud-pr-and-public-health\/","title":{"rendered":"Deborah Cohen: Freud PR and public health"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.bmj.com\/site\/blog\/icons\/debs.jpg\" alt=\"Deborah Cohen\" width=\"160\" height=\"160\" align=\"left\" \/>What have marketing public health messages and marketing for alcohol and fast food corporations, such as KFC and Diageo got in common? The answer in the UK is Freud PR\u2014 a \u201cstrategic marketing and communications consultancy for consumer brands, public sector bodies and global corporations.\u201d<\/p>\n<p>The \u00a31million a year contract from the Department of Health has been handed to Freud PR, which is largely owned by Matthew Freud\u2014the husband of Elisabeth Murdoch, who is daughter of media tycoon Rupert\u2014after a formal and \u201cpretty robust\u201d tendering process.<!--more--><\/p>\n<p>In a bid to \u201cimprove the communication of public health messages to help people live healthy lives and to increase the efficiency of its campaigns,\u201d the Department of Health has turned to the company to \u201cmanage creative PR around all the Department\u2019s public health campaigns.\u201d It will bring together different strands of public health work including obesity and smoking.<\/p>\n<p>Those visiting the <a href=\"http:\/\/www.freud.com\/\">Freud PR\u2019s website<\/a> will now see the Department of Health logo neatly nestled in amongst the corporate insignia of KFC, Pepsico, Diageo, and Ladbrokes\u2014purveyors of fast food, sugary drinks, alcohol, and gambling.<\/p>\n<p>Diane Abbott, shadow public health minister, said: \u201cIt\u2019s really creepy. Big business is now completely in the driving seat of the country\u2019s public health policies.\u201d The government anti-obesity Change4Life campaign is also headed up by Freud PR.<\/p>\n<p>A report only this week suggested that companies were getting around the ban on marketing food high in fat, salt, and sugar to kids on TV by turning to online social networking sites.<\/p>\n<p><a href=\"http:\/\/www.telegraph.co.uk\/health\/healthnews\/8964031\/Junk-food-companies-use-loopholes-to-advertise-to-children.html\">The report<\/a>, from the British Heart Foundation (BHF) and the Children&#8217;s Food Campaign (CFC), warned that junk food companies were acting &#8220;like wolves in sheep\u2019s clothing&#8221; while the government had become complacent.<\/p>\n<p>It might well be that the company can apply lessons gleaned from pushing the agendas of products that cause concern in the public health and addictions world. The DH suggest that one key reason for outsourcing the marketing work is \u201caudience-focused \u2013 delivering the right message to the right people at the right time.\u201d<\/p>\n<p>\u201cFreud Communications delivered a really exciting pitch,\u201d a DH spokesperson said. \u201cThey have some big ideas that we believe will not only promote good health but will really change people\u2019s behaviour.&#8221; The company will forfeit a fee if they don\u2019t meet their targets\u2014but it is unclear precisely what those targets are and what the messaging will be. Previously, the likes of Diabetes UK and the British Heart Foundation\u2013amongst others\u2013refused to sign up to Andrew Lansley\u2019s \u201cresponsibility deals\u201d\u00a0 with food and drink companies suggesting that there were too many vested interests.<\/p>\n<p>Nevertheless, it will be interesting to see how Freud PR manages potential conflicts of interest when competing agendas are at stake. One specific challenge might be how they will cope with the messaging about the UK\u2019s burgeoning rates of obesity, problematic drinking habits and gambling addiction when it conflicts with the interests of their more prosperous clients.<\/p>\n<p><em><strong>Deborah Cohen<\/strong> is the BMJ investigations editor<\/em>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What have marketing public health messages and marketing for alcohol and fast food corporations, such as KFC and Diageo got in common? The answer in the UK is Freud PR\u2014 [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/blogs.bmj.com\/bmj\/2011\/12\/21\/deborah-cohen-freud-pr-and-public-health\/\">More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[116],"tags":[304],"class_list":["post-13578","post","type-post","status-publish","format-standard","hentry","category-editors-at-large","tag-public-health"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Deborah Cohen: Freud PR and public health  - The BMJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/bmj\/2011\/12\/21\/deborah-cohen-freud-pr-and-public-health\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Deborah Cohen: Freud PR and public health  - The BMJ\" \/>\n<meta property=\"og:description\" content=\"What have marketing public health messages and marketing for alcohol and fast food corporations, such as KFC and Diageo got in common? 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