St Luke’s unveils pounds 12m family tax credit blitz

By LISA CAMPBELL, campaignlive.co.uk, Friday, 10 September 1999 12:00AM

St Luke’s is launching the Government’s controversial flagship policy, the Working Families Tax Credit, with a pounds 12 million advertising campaign this week.

St Luke’s is launching the Government’s controversial flagship

policy, the Working Families Tax Credit, with a pounds 12 million

advertising campaign this week.



The ads are branded ’better deal for working parents’ and feature a team

of advocates encouraging people to pass on news of the scheme.



The teams, made up of those who come into regular contact with families,

such as lollipop ladies, park-keepers, children’s entertainers and

ice-cream van drivers, are urged to tell parents they can claim extra

money.



They are all told to ’pass it on’ - the campaign’s strapline.



WFTC is a Treasury initiative designed to ensure people are always

better off working than claiming benefits. It offers families with lower

and middle incomes top-ups on their salaries and offers particular

benefits to those burdened by childcare costs. The ads feature examples

of different families, showing how much they would be able to claim. A

phone number appears at the end.



’As a result of this initiative, over two million parents will be

entitled to a better deal. It is the job of publicity to allow those

eligible to identify themselves and to encourage them to call the

response line,’ Kelly Freeman, head of publicity at the Inland Revenue,

said.



The TV campaign runs in peak viewing times around soap operas and

gameshows.



Media is planned by MGM and bought by MediaVest.



Mark Lewis, the account director on the business at St Luke’s, said: ’It

is rare to work on a brief that is all about giving money to those who

need it most. For this reason we have deliberately produced advertising

that is immediately accessible, entertaining and populist.’


Press and poster work continues the theme with popular children’s

characters such as Dennis the Menace and Postman Pat demonstrating

different incomes and claim levels. Posters and leaflets will appear in

job centres and will be given to existing claimants.



The TV ads were created by Chris Wright and Jules Chalkley and directed

by Russell Bates at Cowboy. The print work was created by Alan Young and

Julian Vizard.



This article was first published on campaignlive.co.uk

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