Bangladeshi and Pakistani families subject to new Government push

Revenue & Customs and the Department for Children, Schools and Families (DCSF) are making a joint push to target hard-to-reach Bangladeshi and Pakistani communities.

The two government bodies have jointly appointed a specialist ethnic marketing agency to handle both PR and advertising.
Media Reach Advertising will seek to raise awareness and increase take-up of tax credits for Revenue & Customs.
Meanwhile, the DCSF campaign will focus on encouraging parents to use early-learning for three-to-four year olds and wider childcare services for older children.
PR activities will include roadshows around the country, which will feature Revenues and Customs and DCSF delivering their messages side-by-side, the first time two government departments have come together it this way.
The Central Office of Information managed the pitch process. The campaigns will launch in January 2008.

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