Claydon Heeley creates flexible working times campaign for DTI

The Department of Trade and Industry is using direct marketing to encourage parents to continue working.

Claydon Heeley Jones Mason, a COI Communications roster agency, has developed an integrated campaign focusing on flexible working hours for parents.

It tar-gets small- to medium-sized enterprises.

The campaign breaks with a mailing to senior managers at 400,000 SMEs employing more than five people each.

The pack contains a booklet featuring pictures of parents enjoying time with their children, along with text explaining how offering parents time off and flexible working hours will ensure they return to work motivated.

The mailing is supported by electronic CRM and telemarketing.

The agency was handed the task following a pitch against a number of undisclosed COI direct roster agencies.

The campaign was art directed by David Morgan and written by Kristian Wheater.

Dave Woods, the creative director at Claydon Heeley, said: "It was a smart move to make the serious subject matter more accessible through the use of warm, emotive imagery."

Alan Smith, a senior account manager at COI, added: "We chose Claydon Heeley for this task because it demonstrated a clear understanding of the SME market and how to reach a diverse audience through data and well targeted creative."