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