Cake will work on the charity’s Good Childhood Inquiry which was launched in 2006, while IncrediBull will roll out a separate national campaign kicking off in January 2008. It is the first time the charity has retained external agencies. The accounts were won following four-way pitches and both agencies will be retained until 2009.
Last week, there was widespread coverage for government figures showing that 40 per cent of children struggle to write their own name or to sound out letters to form simple words such as ‘dog’ or ‘red’ by the age of five. It was also reported that primary school children are suffering from rising stress levels.
The Children’s Society was due to launch the third phase of its Good Childhood Inquiry this week.
The charity’s in-house press team said it would generate news stories on the lengths parents go to in order to get their child into a ‘good’ school, while Cake would be concentrating on keeping the story running in features and opinion sections.
Working with media partner Newsround, the charity has also asked children to say who their ideal teacher would be and has produced a picture composite of this ideal teacher.
‘Brad Pitt, Princess Diana, Bob Geldof and the Dalai Lama were all people who were identified as the ideal teacher,’ said Children’s Society PR manager Anil Ranchod. ‘We have merged them into one “super-teacher” to make a good picture story.’