Government to promote child trust fund via cross-media ads

DESIGN WEEK - 20 January 2005

The Government's new savings and investment scheme for children, Child Trust Fund, is to give its website a key promotional role in a nationwide cross-media campaign.

Parents will be directed to childtrustfund.gov.uk, designed by digital agency Rufus Leonard, via advertising material such as press ads, leaflets and information packs sent through the post. The site is the most comprehensive resource available to parents and advisor groups, featuring factsheets in eight languages.

The site will be promoted via an online ad campaign that will use a mix of banners, skyscrapers and overlays to communicate to parents the benefits of the savings scheme.

The campaign was created by full service digital agency Wheel and will run across a number of sites targeting parents including babyworld.co.uk and bounty.com.

It will also span high-traffic sites such as itv.com and the-sun.co.uk, as well as portals AOL UK, MSN.co.uk and Wanadoo.

The Government first announced the Child Trust Fund initiative in 2003. It has now begun sending vouchers worth £250 to parents of eligible children (those born after 1 September 2002), who can then open a savings account that runs until their child reaches 18 years of age.

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