Tunbridge Wells Equitable Friendly Society is starting a digital TV ad campaign to promote its baby bond during March and April.
The campaign, to be run on the Money Channel, follows a test run on GMTV last summer which the friendly society says generated a high response.
The ad features a baby taking its first steps and encourages parents to help it take its first steps to saving.
The aim of the campaign is to build consumer awareness of the bond brand and support the IFA market.
Tunbridge Wells says higher consumer awareness supports the society's Pi Club approach of helping IFAs raise their profile. The club has 1,600 IFA members and a dedicated IFA website, set up last month, which has so far generated 400 hits.
The bond is a savings plan which maximises the use of tax-free savings allowances available to friendly society members under current legislation.
Up to £25 a month can be invested for each person in a tax-free fund, which grows free of income and capital gains taxes. There is no tax to pay when the plan matures, provided that premium payments are maintained for the full savings term. The minimum term is 10 years.
Head of marketing David Halliday says: “The campaign, while encouraging consumers to apply for an information pack, is also aimed at sup-p orting the IFA market by building general awareness of the bond.”