Iris London has won a campaign brief for the Department for Children, Schools and Families (DCSF) specifically targeting disadvantaged parents. Iris won the account after a pitch against two other agencies.
The brief, which was handled by COI, will aim to help parents of children up to four years old minimise health and safety risks in the home by raising awareness and changing behaviour. The “Child Safety in the Home” campaign is the first Government long-term strategy of its kind and will benefit from “heavy investment”.
The first phase will focus on educating parents on how to reduce risks and will see Iris partner the DCSF with commercial companies. It will be rolled out over the Christmas period.
Future phases of the campaign will be rolled out under the umbrella initiative The Children’s Plan – a long-term strategy set up by the Government to make England “the best place in the world” for children to grow up.
The Government is also setting aside £18m to provide the most disadvantaged families with safety equipment.