Marketing Campaign: Newfoundland and Labrador Child Benefit

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In 1999 the Department of Human Resources and Employment introduced a new financial benefit for low-income families in the province, the Newfoundland and Labrador Child Benefit (NLCB).

The NLCB is a tax free monthly payment that helps low-income families receive ongoing stable support for their children. The NLCB was originally provided to all families with a net income below $20,921 (in the previous tax year) and with at least one dependent child. It is part of the province's reinvestment under the federal National Child Benefit initiative. 

Paul led a launch and ongoing awareness campaign to inform people across the province of the new benefit and how they would receive it as part of their family benefit cheque from the Canada Revenue Agency (CRA).

Campaign Objectives:

• To inform the public of Newfoundland and Labrador about this new benefit for low-income (net income below $20,921) families with dependent children;
• To introduce a brand identity for the Newfoundland and Labrador Child Benefit;
• To answer common questions recipients may have about the new benefit including how they will receive the monthly payment, eligibility and if there is an application procedure.
• To encourage eligible recipients to access the NLCB 1-800 # and web site to get more information;
• To demonstrate the Government of Newfoundland and Labrador's commitment to assisting low-income families and addressing the issue of child poverty in the province. 

Campaign Results:

• Successfully launched a NLCB brand utilizing mediums including newspaper advertising, brochures, posters and a provincial cheque insert distributed by Revenue Canada;
• NLCB reached approximately 15,000 eligible families;
• Inquiries during the launch (three-month time frame) surpassed over 10,000 ;
• Positive media coverage;
• NLCB brand and text designed and written by Paul was used by the department for approximately  five years. 

Creative 
(All products here were conceived, written and designed by Paul)

News Releases

• Help for low income families: province introduces Newfoundland and Labrador Child Benefit (1999)
• NLCB increase good news for low-income families (1999)
• Families to receive increase in Newfoundland and Labrador Child Benefit (2000)
• Changes to NLCB help low-income families (2001) 

Brochure

Colour Print Ad/Poster

Provincial Cheque Insert

Newsprint Ad (for grayscale mediums)