The focus of the campaign is to promote two new government offers that appear on the new Childcare Choices website — Tax-Free Childcare, which allows parents to get up to £2,000 per child per year towards childcare costs, and 30 hours of free childcare a week for three- and four-year-olds.
Childcare Choices is designed to help parents find what government help and support is available towards those costs. The aim of the campaign is to drive traffic to the site and boost take-up of the support.
The Tax-Free Childcare element is aimed at working parents of children aged under 12, earning less than £100,000 per parent and more than £125 a week.
HMRC is using an array of channels, including national, regional and social media. The comms team is working with influencers and industry stakeholders such as local authorities, employers and childcare providers, sending them shareable content including a toolkit and social media assets.
HMRC has recently launched a Tax-Free Childcare ad campaign, which will run until March 2019, and will use direct mail to target all UK registered childcare providers and parents who are not maximising their use of Tax-Free Childcare accounts.
Joanna Singer, head of campaigns at HMRC, said: "Childcare Choices is a great example of colleagues across government joining together to help parents get government support with childcare costs.
"We have a simple message across all channels: go to the Childcare Choices website, where parents can find all the information they need. Using customer insights and research, we’ve tailored our communications to reach our diverse audience with relevant information."
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