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Ending CSA arrangements – national campaign

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Campaign purpose

• National campaign in order to:– raise CSA client awareness that their current arrangements will end– build understanding of the process of ending arrangements– build understanding of the options open to parents making a new child

maintenance arrangement.

• Campaign launch timed to coincide with increase in case closure mailing quantities.

• Campaign activity will help us maximise the number of CSA clients who go on to make an effective arrangement.

• Campaign to run from September 2014 to March 2015.

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Campaign overview

• The campaign includes:

– engagement with stakeholder and partner organisations

– proactive PR activity

– client engagement through social media (Online forums, Facebook, Twitter)

– information available through gov.uk and cmoptions.org

– national press advertising

– advertisements on local radio stations

– online display advertising

– paid search activity

– Facebook advertising

– making supporting materials available to partner organisations on the Child Maintenance Toolkit.

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Media campaign outline

Sun on SundayDaily Mirror/Daily RecordRadioOnline display advertsFacebook advertsPay Per Click

MarchSeptember October November December January February

• Campaign based on short bursts of press and radio supported by ongoing digital activity.

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Focus on: Press advertising

• Advertisements will run in: The Sun on Sunday, The Mirror, and the Daily Record.

• Titles chosen on basis of high reach among target audience.

• Will run in two bursts – September 2014 and January 2015.

• Changes are explained and clients are directed to campaign landing page www.gov.uk/csachanges for further information.

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Campaign press advertisement

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Focus on: Digital display advertising

• Advertisements will run in a variety of formats.

• Ads click through to campaign landing page www.gov.uk/csachanges

• Sites chosen on basis of high reach among target audience – will include local and national press sites.

• Will run throughout the campaign period – September 2014 to January 2015.

3 Frames are animated

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Display advertising – the ad network

• Sites within the network are selected to maximise reach among CSA clients.

• Placement of adverts optimised throughout the campaign.

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Focus on: Facebook and Pay Per Click

• Facebook adverts will run throughout the campaign period – September 2014 to January 2015.

• Adverts targeted demographically to reach CSA clients.

• Links to landing page on gov.uk.

• Paid search activity targets key terms to pick up CSA clients.

• Search terms to be refined and optimised throughout the campaign period.

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How partner organisations can support the campaign

• Adding or updating content on your web pages to explain the changes (we can provide or check content).

• Sharing case studies showing clients how they can make new arrangements and the range of arrangements they can make.

• Sharing social media content: blogs, Tweets, Facebook posts.

• Looking at the Child Maintenance Toolkit for further information about ending CSA arrangements for you and your clients.

• Keeping us informed on client reactions:

– What are clients saying?

– What is their awareness?

– Is there more we can do to support them?

– Do they have enough information?

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Next steps

• DWP will evaluate the impact of the campaign activity throughout.

• Learning from evaluation activity will be used to shape communications planning for the remaining period of case closure.

• Continue to work with partners to provide accurate information to clients affected by the ending of CSA arrangements.

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• Campaign landing page at www.gov.uk/csachanges

• Further information for clients and stakeholders available through:• www.gov.uk • www.childmaintenanceoptions.org

• For more about the changes to child maintenance:• https://www.gov.uk/government/consultations/supporting-separated-

families-securing-children-s-futures

• Email us at childmaintenance.partners@dwp.gsi.gov.uk with any questions.

Further information