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Exceptions to Cross-Government moratoria on spend in DefraDefra spending moratoria 2014-15 Q4 Ads and Marketing

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Tool Ref Department Organisation Name Project name Basis for expenditure approval Total Value Approved (£) Date of approval
HMG1914 DEFRA Environment Agency Fisheries communication - Rod licence marketing (including rod licence marketing delivered by the Angling Trust) and Compliance and enforcement 15/16 This campaign will help to increase income to the Environment Agency's fisheries service through marketing to retain and recruit existing customers and to increase compliance with required licensing. Market research activity will run from April 2015 until April 2016, since rod licences become valid on 1 April. £430,000 20/02/2015
HMG1965 DEFRA Agriculture and Horticulture Development Board DEFRA, AHDB, rejuvinating the image of pork, This will be a 5 year campaign, of which AHDB are now applying for permission to conduct the first year. The campaign aims to rejuvenate the image of Pork amongst younger ABC1 consumers (under 55's), inspiring them to buy more pork. This younger audience buys less pork than older segments of the population and AHDB believe it is vital that more young consumers are encouraged to buy more Red Tractor Pork £2,995,000 02/03/2015
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