AN eye-catching advertisement to entice new council staff has proved to be a winner in a different field.

Bosses put together the colourful ad featuring a youngster to recruit experienced people to their new children, family and schools service.

The ad, drawn up with Manchester-based Rileys Advertising, has now taken the top spot in the Society of Chief Personnel Officers awards, in the best recruitment advertisement for a metropolitan/unitary authority.

Councillor Trevor Holt, human resources spokesman, said: "The smiling face of the youngster was a real eye-catcher, but there was more to the ad than just that. It made clear the kind of vision we have for our borough in relation to our children, families and schools and inviting those who felt they could make that happen to join us.

"The ad was a big success as far as recruitment was concerned, and now it has proved to be a winner in a different way."

Under the strap line "I want to . . . " alongside the picture of the child, the advert went on to say: "grow up in a world where I'll achieve my full potential. A world where I'll feel wanted, be loved and protected from harm. I want to be friends with people from different cultures. And, I want a future without child poverty or exclusion."

The ad continued: "We want to . . . achieve the same vision". It then went on to describe the changes taking place in Bury and the opportunities that new staff would have to make a difference.