The service, which is a joint venture between the Home Office, Department of Health and Department for Education and Skills, has appointed Billington Cartmell to negotiate with suitable brands.
The campaign already works with private-sector partners including Club 18-30, Ministry of Sound and online community Habbo. The government is now looking to expand the programme to promote Frank to audiences difficult to reach through conventional media, and drive them to Frank's helpline or website.
Billington Cartmell won the business in a pitch against Iris and Gasoline. Previously, Frank's partnership activity was negotiated through RMG Connect. It had handled the business for three years, but declined to repitch.
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