Mediaedge:cia Secures COI Campaign For Working Rights
Mediaedge:cia is to implement a new COI Communications campaign to promote a healthy work/life balance among the UK’s working parents.
A £1 million spring campaign will launch the initiative and Mediaedge:cia will work alongside WCRS to develop a creative plan, while Fishburn Hedges will help to formulate a PR strategy.
Stuart Sullivan-Martin, Business Director at Mediaedge:cia, commented: “This is a fascinating topic – high on many people’s agendas. Trying to change entrenched working attitudes and behaviours is a tough brief, but we are delighted to tackle the issue and work with the DTI. Advertising is only a relatively small part of the task – the real trick will be to ensure that all elements of the communication process fit and work together seamlessly.”
The Government’s work/life balance initiative was launched in March 2000 and it aims to convince employers of the economic benefits of flexible and healthy working arrangements. However, the initiative has attracted criticism with allegations that it has failed to convince employers of the need for change.
Over the past two years, the government has published a series of reports on the social consequences of excessive overtime, which suggest workaholic habits are playing havoc with families’ attempts to improve their work-life balance. It is hoped the COI’s ad campaign will help persuade employees of the need to redress this balance.
Mediaedge:cia handles a number of COI projects including Royal Navy and Royal Marine recruitment for the Ministry Of Defence, Energy Efficiency and the Environment Agency campaigns.
Mediaedge:cia: 020 7803 2000 www.mediaedgecia.com
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