FCA! has won the 2.5m Department of Social Security account to launch a campaign encouraging unemployed lone parents into work.
Pitches for the New Deal for Lone Parents programme were conducted by the Central Office of Information. FCA! beat Bates Dorland and Ogilvy One.
The integrated campaign, featuring television, press and outdoor advertising and direct mail, will break in October. It will focus on the role of the personal advisers who work in job centres and offer single parents on income support advice on getting back to work.
The campaign is part of the Government’s New Deal, which is a multi-agency initiative designed to encourage the unemployed into work.
St Luke’s will be creating the ads for the campaign which will encourage – and in some cases compel – 18- to 24-year-olds into work or training.
It has yet to be decided whether to run a campaign for the next phase, which targets over-25s who have been out of work for more than 12 months.