Brief:
We were to tell eligible families about the Scottish Child Payment, as well as the other 5 family payments Social Security Scotland offer, Across TV, radio and social in a way that destigmatizes claiming benefits.
We were to tell eligible families about the Scottish Child Payment, as well as the other 5 family payments Social Security Scotland offer, Across TV, radio and social in a way that destigmatizes claiming benefits.
TV
Response:
We represented the literal balancing act all audience members will recognise. And we used a simple, joyful illustration style to grab attention in a way that puts qualifying families at ease.
We represented the literal balancing act all audience members will recognise. And we used a simple, joyful illustration style to grab attention in a way that puts qualifying families at ease.
Radio
Social 1
Social 2
Social 3
Social 4
Results:
157,755
Applications for the scottish Child Payment were received between November 2020 & March 2022
157,755
Applications for the scottish Child Payment were received between November 2020 & March 2022
86%
Were authorised
103,000 children
estimated to be in receipt of payment as of march 2022
And the work was shortlisted at the 2022 Marketing Society of Scotland STAR Awards in the public sector category.
Were authorised
103,000 children
estimated to be in receipt of payment as of march 2022
And the work was shortlisted at the 2022 Marketing Society of Scotland STAR Awards in the public sector category.
