The campaign is aimed at new parents and mothers-to-be, and will be handled by Iris, which won the business following a pitch. It will be led by digital and sales promotional channels and supported by experiential and print activity.
Entitlements available to parents include benefits, a trust fund, tax credits and the Health in Pregnancy grant, a one-off payment available to expectant mothers who are between 25 weeks and their due date.
Simon Vessey, head of marketing and communications at HMRC, said: 'By building on existing relationships and harnessing the power of advocacy, we can get parents' attention and provide them with the tools they need to give their children the best start in life.'
The future financing and use of public funds for government ad campaigns is under scrutiny following shadow chancellor George Osborne's promise, if the Conservatives come to power, to cut spending on campaigns that do not support schools, the NHS, or the police.
Iris currently works on a partnership drive with the HMRC on tax credits, and with the Department of Health and Department for Children, Schools and Families on sexual health and teenage pregnancy campaigns.
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