Families Need Fathers has drafted in Amazon PR to help with a major project to promote the benefits of 'shared parenting' - where both mothers and fathers retain a strong role in their child's upbringing post-divorce or separation.
Amazon will try to ensure the charity's messaging reaches parents, Whitehall and Westminster policy- makers, and professionals in family law and children's ser-vices. In particular, the charity has been given money by the Equality and Human Rights Commission to develop guidelines on how to help people share the responsibility of parenting. Amazon will work to ensure a wide range of input into the guidelines, which are aimed at professionals working with families.
Amazon PR director Tony Josephs said: 'With families moving ever higher up the agendas of all political parties, this is a crucial time to frame the debate on shared parenting and clearly position Families Need Fathers as a leading voice within it.'
Meanwhile Parentline Plus will attempt to broaden its appeal after hiring a new comms chief. Claire Walker joined last week as policy and comms director, having left her previous role as head of UK external affairs at Save The Children last year. Head of press Sue Ormesher said the charity was 'striving to become a household name'.