Child support collector readies $10 mil ad effort

Snyder, Beth
November 1999
Advertising Age;11/1/1999, Vol. 70 Issue 45, p56
Trade Publication
This article reports on the advertising campaign planned by child-support collector Supportkids.com. Supportkids.com recently hired GSD&M to create an estimated $10 million advertising campaign for the organization. The campaign is likely to include its toll-free numbers and Web site address which will offer referral network of lawyers in each state. An important aim of the campaign effort will be to rebrand the group which was known before as Child Support Enforcement. It would also increase the organization's visibility. Supportkids.com was founded in 1991 by Richard Hoffman, a former Texas assistant attorney general in charge of the state's child support enforcement program. It handles only about 300 child welfare cases.


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