The government’s Central Office of Information (COI) has unveiled a roster of ethnic agencies that will be preferred suppliers in order to target British Asians through ad campaigns.

The COI spends approximately £3 million a year in trying to communicate government campaigns to Britain’s ethnic minorities.

It aims to increase effectiveness of government campaigns, tailoring communications taking account of citizens’ cultural nuances.

The list of preferred suppliers was established in 2004 following COI’s Common Good Research into communicating with ethnic minorities.

It last unveiled a roster of preferred suppliers four years ago, then planning to spend £8 million over 4 years.

The main agencies on its ‘Cultural Diversity Framework’ now are:
- Here & Now 365
- Ethnic Communications
- Linstock Communications
- The Change Institute
- Media Moguls
- Quiet Storm
- Media Reach Advertising
- Livity

In addition it has also published an ‘Approved Supplier List’ of smaller companies, sole traders and freelancers that can specialist skills when required. These are:

- Reinnovez
- Solutions @ Gem
- Blackflash Media
- Shahrp
- 93 ½ PR
- PR UK
- Tinsel Media
- Uproar
- The Watch-Men Agency
- Focus Consultancy
- Rich Visions
- Forster

Patricia Macauley, head of Cultural Diversity at the COI, who led the review of the list, said: “The UK’s demographics have changed significantly since the framework was established. The government and public sector needs to communicate with emerging new communities and faces an increasing challenge to engage a diverse range of audiences.”

“I am confident that the agencies and suppliers we’ve chosen have valuable insight into these culturally diverse audiences and look forward to working with them in the future.”

The Cultural Diversity team at COI extended their remit this year to target sub-cultures such as urban youth, whose lifestyle, fashion, and attitudes have a major influence on their behaviour and consumption of media.

It will also increasingly focus on emerging communities such Eastern Europeans and faith groups.

The COI has waged a range of campaigns through its preferred suppliers including: blood donation, illegal food imports, Stop and Search on behalf of the Home Office and on fire safety.