DCSF ‘Free Early Learning’ campaign

Best practice from Media Reach

Background

The Department of Children, Schools and Families (DCSF) needed to promote andincrease take-up of Free Early Learning for 3-4 year olds, to parents and guardians with children aged 2-4 on a low income.

Working tax credits and Free Early Education offer are elements that support non-working/low income parents in taking up formal childcare.

However, due to several issues, take up drops in lower income and certain BME groups. The issues commonly faced are: financial, guilt for sending their children to childcare and concerns about safety.

Strategy

Every parent wants the best for their children, but has many concerns. Therefore, we approached a light-hearted approach to highlight the benefits of early learning to children in a safe environment – ‘Give your child a head start!’

Media

Media buying negotiated as a package together with HMRC Tax Credit, resulting in cost-saving.
 
Areas targeted included an animated TVC on digital TV, PR Coverage, Ads on local Asian radio stations nationally and national ethnic press

200,000 leaflets were dropped in households in London, Birmingham, Slough, Bradford, Kirklees, Rotherham, Oldham, Manchester and Luton

Media Reach worked together with DCSF and relevant local authorities to host outreach Fun Days in Tower Hamlets, Camden, Bradford and Rotherham. The Fun Days re-enact a nursery environment and outreach teams were at hand to distribute information.

Results

Tracking of the helpline showed a 60% increase in callers.