PHE Marketing Qualitative Research

At Public Health England (PHE), we use a number of statistical models to inform budget prioritisation and campaign strategy, and to evaluate the impact of our marketing activity as part of the holistic evaluation we carry out for our campaigns. We currently use a bespoke model to help evaluate our Act FAST campaign. We have been using this model for nearly eight years and we have now reviewed and updated the model. Additionally, PHE has a longer term ambition to employ similar (but different) approaches to modelling the quantifiable impact of other PHE campaigns, initially with a particular focus on Change4Life The awarded contractor Now Advertising Ltd will be working across all our campaigns, including Act FAST and Change4Life, to understand the economic and societal impact they have - along with the return on investment that they deliver. The contract was awarded using the Crown Commercial Service 'RM3796 Communication Services Framework' Under Lot 1 'Specialist Consultancy Services'.