FCA! to take on single mums ad campaign

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here