COI appoints BEcause for formal childcare campaign

A Because Experiential Marketing product story

Edited by the Marketingweek Marketplace editorial team Apr 11, 2007

COI has appointed BEcause Experiential Marketing to handle a face-to-face marketing campaign for the DfES to promote the uptake of formal childcare among lower income families.

The new regional campaign is part of a wider drive by the Department for Education and Skills to increase the number of children from lower-income working families using formal childcare by 120,000 by 2008, to help reduce the number of children living in workless households.

BEcause (formerly LoewyBe) is tasked with driving awareness of the benefits, choices and financial help available for formal childcare among these families through face-to-face dialogue and interaction.

Nine teams of three Brand Advocates will visit selected supermarkets and shopping centres in the Midlands and South West in April.

The campaign aims to engage around 50,000 people.

BEcause will work alongside CMW, which has been appointed to handle regional advertising and direct marketing for the campaign.