First Child Trust Fund ad campaign from The Children's Mutual

A new iconic TV advertisement from award-winning director Simon Ratigan is set to hit the screens of families across the Midlands from January 7. The 'First Words' advert, the first non-governmental TV advertising around the Child Trust Fund (CTF), comes from long-term savings for children specialists The Children's Mutual (http:// www.thechildrensmutual.co.uk).

Featuring what is being billed as 'an incredibly tender moment between a loving father and his newborn son', with the father thinking about his hopes and fears for his son's future, the advert breaks the mould of

traditional financial services advertising.

For The Children's Mutual, this television advertisement marks a significant stage in its 126-year history. Although the company has been increasing its focus on long-term savings for children for more than 50 years, it rebranded from Tunbridge Wells Equitable Friendly Society to The Children's Mutual in 2003 on becoming the UK's only company specialising solely in the market. Since then, the company has grown its brand through direct marketing, web and online promotion, retail partnerships and public relations activity. It is the leading commentator on the Child Trust Fund and saving for children. The Children's Mutual appointed creative agency, Mustoes, in 2007 to develop above-the-line activity.

'First Words' will appear on ITV1 and Channel 4 in the Midlands for six weeks and also features The Children's Mutual strap line 'Home of the Child Trust Fund’. With every child under five eligible for a Child Trust Fund long-term savings account, the advertising has been created to reach parents with eligible children, as well as those who are thinking about having a family in the near future.