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The Department of Health is in talks with direct marketing agencies

about plans for an ambitious relationship marketing programme aimed at

getting smokers to kick the habit.

The initiative, which has yet to be given the formal green light by

ministers, would represent the most sustained effort by the government

to build ties with people who are anxious to receive help with giving up

smoking.

Along with the expected legislation to ban tobacco advertising and

sponsorship, the DM programme would form a key strand of the DoH's

efforts to reduce the number of UK deaths caused by smoking each

year.

It would also ease the financial burden on the National Health Service

of treating smoking-related diseases. Latest estimates suggest that

smoking kills 120,000 people in the UK each year and costs the NHS more

than £1.7bn.

Three agencies presented ideas last week to a combined team from COI

Communications and the DoH's campaigns division.

A DoH spokesman said the ideas would be considered over the next two

weeks by departmental officials before a decision is made to proceed

with the project.

"We are looking at ways to help smokers change their behaviour and quit

the habit, but we need to be sure that the ideas we have seen are

viable," said the spokesman.

BHWG Proximity has handled a one-off campaign for the DoH in the past,

but it is not known if the agency is in the frame for the new

activity.

BHWG's sister agency, Abbott Mead Vickers BBDO, handles the DoH's

above-the-line account and has created a series of commercials

emphasising the devastating impact that smoking can have on people's

lives. The ads bear the strapline 'Don't Give Up Giving Up'.

A Private Member's Bill, introduced by Lord Clement-Jones, is currently

passing through the Upper House, and the government has indicated it

will back the measure.