MyFamily: a booming brand
On 1 January 2019, the Government of Flanders launched a new child benefit system. The ‘old’ child benefit was replaced with the Groeipakket (Growth Package), the new name for all the financial contributions that every child receives. Another major change: every parent can now choose which organisation will pay out this Growth Package.
Xerius consequently founded the new MyFamily child benefit fund and asked BBDO for assistance to market this new brand to single-parent households.