The Department for Work and Pensions campaign will run in 2004, with HHCL/Red Cell producing the creative and Manning Gottlieb OMD handling the media planning and buying.
The partnership won a pitch against J Walter Thompson, which bid with media agency Naked.
The campaign will encompass TV, radio, press and poster advertising, and will focus on changing attitudes towards disability.
It will form part of the government's plans to implement the next phase of the Disability Discrimination Act, which comes into effect next October and will make disability discrimination as much of an offence as racism, sexism and ageism.
It is the second COI Communications pitch HHCL/Red Cell has won recently. In October, the Food Standards Agency awarded the agency its £4m food hygiene campaign.
HHCL/Red Cell managing partner Minnie Moll said: "We're extremely pleased to be building on our existing COI business, especially on a project that gives us such an exciting opportunity to do some very powerful work for an important issue."
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