Campaigns led by former BT marketer Sheila Mitchell include Stoptober, Change4Life and Be Clear on Cancer. On a reduced budget, Mitchell has targeted adolescents through lively YouTube videos, smuggling sexual health messages into the latest gossip from soaps, music and pop culture. She has pioneered public health marketing in partnership with top UK commercial brands. PHE is now in talks to sell its marketing expertise overseas.
Best advice: "When judging creative one should trust one's own gut reaction as a consumer as well as a client."