DCSF and HMRC will work together to implement both campaigns as part of a joint initiative. HMRC’s campaign is aimed at both communities in two identified target areas and seeks to raise awareness and increase take up of tax credits, while the DCSF campaign will focus on encouraging parents to take up formal early learning for three to four year olds, as well as wider childcare services for older children.
Media Reach’s CEO Saad Saraf, said:
“We are delighted to be working with HMRC and DCSF in delivering their initiatives. We will utilise our 20 years experience of working with the Ethnic market in the UK, and the extensive links we have created with both ethnic organisations and the media, to deliver an integrated and effective campaign. Organisations can benefit tremendously by targeting the increasingly influential ethnic audiences. It’s about getting the ingredients right for a great recipe.”
Simon Vessey of HMRC said:
“This is an exciting opportunity for all concerned. We look forward to working together with Media Reach Advertising to produce a comprehensive and cohesive campaign aimed at people from the Bangladeshi and Pakistani communities. “
The campaigns will launch in January 2008 and will have a range of above and below the line activities. These include advertising in specialist ethnic mediums and a range of grass roots activity within the heart of both communities.