AMV.BBDO wins 10m child maintenance campaign

Government body the Child Maintenance and Enforcement Commission has appointed Abbott Mead Vickers. BBDO to develop a campaign to promote a new information service for separated parents.

The £10m campaign, due to launch in the autumn and run for two years, will be targeted at the 300,000 plus parents who separate each year to raise awareness of its new service ‘Child Maintenance Options.’

The agency won the brief following a pitch against TBWALondon, Bartle Bogle Hegarty and Chick Smith Trott. The pitch was handled by COI.

The service has been developed following a change to the maintenance rules that allow parents to choose arrangements that best suit their circumstances

The Commission, which was set-up to ‘promote financial stability for children’ and is also responsible for the Child Support Agency (CSA), is working on a new statutory system to govern maintenance for children.

Chick Trott Smith has previously worked with the CSA.

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