Critics dismiss project as PR campaign designed to support country’s contested policies

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.

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