DSS Family Credit: Persuading a New Target for Benefits to Claim What's Due to Them

A Department of Social Security campaign. Objective: to inform people eligible for Family Credit and persuade them to claim. Had to overcome low awareness and eligibility confusion. Media: TV, posters, bus-sides, national and women's press. Significant below-the-line activity. Evaluation: telephone responses, claims response, awareness and understanding of message. Judged that this campaign met it's target of generating 50,000-100,000 'extra' benefit awards.