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 target the 300,000-plus parents who separate each year. The aim is to raise their awareness of its new service Child Maintenance Options.
The agency won the brief following a pitch against TBWA/ London, 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” ,works alongside the Child Support Agency (CSA), and is working on a new statutory system to govern maintenance for children.
COI has just appointed Mark Lund as chief executive to replace Alan Bishop.
Chick Smith Trott has worked with the CSA in the past.