UK Govt appoints ad agency to promote information for separated parents

The Child Maintenance and Enforcement Commission, UK, a government body has appointed Abbott Mead Vickers, BBDO to develop a campaign to promote a new information service for separated parents.

The Commission, which was set-up to 'promote financial stability for children' and is also responsible for the Child Support Agency (CSA), is working on a new statutory system to govern maintenance for children.

The £10-million campaign, due to launch later this year and run for two years, will be targeted at the 300,000 plus parents who separate each year to raise awareness of its new service 'Child Maintenance Options.'

The agency won the brief following a pitch against TBWA\London, Bartle Bogle Hegarty and Chick Smith Trott.

The service has been developed following a change to the maintenance rules that allow parents to choose arrangements that best suit their circumstances.