The Home Office and Department of Health will work alongside the Department for Education and Skills on a campaign launching early next year that will build on previous awareness-raising campaigns such as 'Ecstasy -- Know the Score'.
Advertising will target parents and carers as well as young people, highlighting sources of information about class A drugs.
The campaign will coincide with the launch of an updated version of the government's drugs strategy focusing on established links between class A drugs use and crime.
Earlier this year, the government announced a £152m investment in the co-ordination of local services to help young people vulnerable to drug misuse.
Mother's appointment is a huge boost to the agency, which was appointed to COI Communications' advertising roster last year but had lost out in its only other government pitch, for a teenage sexual health campaign.
PHD will handle media planning for the campaign. St Luke's and Manning Gottlieb OMD, Fallon and Mediavest, and Delaney Lund Knox Warren and Naked, also pitched for the assignment.
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