By: Ben Quinn

The British government is paying M&C Saatchi to run a media campaign for the Tunisian government in an attempt to win voters over reforms that have sparked some of the largest protests in the north African state since the Arab spring.

The advertising agency – known for its punchy political advertising for the Conservative party – has been hired to run a campaign “targeted towards the Tunisian public”, according to documents.

Its objectives are to “improve public awareness of the government’s role in planning and delivering economic reforms” that are being undertaken as part of an IMF-backed plan to cut its budget deficit and boost growth.

The same documents – setting out M&C’s appointment – state that an initial phase of the Saatchi campaign, which involves the agency having a base in Tunis, targets Tunisians aged 18 to 35.

The country’s young people have been at the forefront of protests that have grown in intensity since the beginning of the year when the government raised prices of staples and introduced new taxes, as it comes under pressure to deliver on the reforms, which are linked to a $2.9bn (£2.2bn) IMF loan.

The money for Saatchi is coming from the secretive Conflict, Security and Stability Fund (CSSF), which was set up under the auspices of several key government departments including the Foreign Office and the Department for International Development.

It has been the focus of significant concern among MPs and the independent aid watchdog over the lack of transparency, accountability and leadership surrounding the £1.2bn pot.

A report issued this year by the Independent Commission for Aid Impact, which scrutinises UK aid spending and reports to the Commons, also criticised serious shortcomings in the way that the programme operates, including the risk it could be working with human rights abusers.

The assistance to the Tunisians comes against the backdrop of a move by the UK to focus more resources on the Sahel, which civil servants have identified as a breeding ground for extremism and source of migrants to Europe.

Lloyd Russell-Moyle, a Labour MP on parliament’s international development committee, said: “I can think of no better example of the cynicism of this government than financing a PR campaign to support cuts to the Tunisian state by using state money in Britain that it claims is promoting peace and security overseas.

“The government won’t tell the public or parliament what this fund, which is worth over £1bn, is spent on and the little evidence we do have suggests that the rot runs deep.”

He added: “In light of these new allegations, it seems prudent to shut down the fund pending the review’s findings.”

Asad Rehman, executive director of the charity War on Want, said that projects of the type undertaken in Tunisia “appear to be more about supporting governments with their PR rather than getting at the causes of the protests, which are rooted in deeply economic issues around inequality”.

“People would be genuinely shocked to read that once again – whether it’s PFIs or something else – with British companies being brought in to aid governments in forcing through policies which are are highly contested, creates more friction and ultimately lead to a securitised response when people protest against them.”

A British government spokesperson said: “In Tunisia, CSSF programmes strengthen democratic governance, security and economic reform. This project supports the Tunisian civil service to transparently communicate with citizens, with initial results showing an 18% increase in the number of citizens that want to learn about economic issues and reforms.”

M&C Saatchi were appointed to provide services only to the Cabinet Office and do not work directly with the Tunisian government on this project, according to the Foreign Office.

The Foreign Office also pointed out that the ICAI report, while critical in parts, highlights a number of successes from fund’s programmes.

M&C Saatchi said it does not comment on government contracts.

Tunisia, the country where the 2011 Arab spring uprisings began, has long been the company’s remaining bright spot, although there are fears that its democratic experiment could be put at risk by economic instability.

Prime minister Youssef Chahed said earlier this year that his administration is working to reduce spending, revive exports and introduce social measures to meet the concerns of demonstrators.