That's what I like about this Department for Education and Skills mailing: it's not afraid to have some fun. It's bright, charmingly illustrated, and single-mindedly positive.
In real life, the whys and wherefores of childcare are surrounded by emotional angst and guilt. Wisely, this mailer avoids addressing that whole debate, leaving it as a matter for parents. Instead, it focuses on how formal childcare can free up your time for getting back to work or studying, while giving your children some structured care and supervision.
The copy is clear, concise and benefit-led, and the warmth of the drawings lift the whole piece. I'm sure it will get a good response from the target audience. And it's nice to see the normally reserved government marketing department letting its hair down. It shows the power kids can have.
Now, it might be time for me to add some yellow or fuchsia to my summer wardrobe.
Mailer: Clark McKay and Walpole.