1. 1 Ending CSA arrangements – national campaign

2. 2 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.

3. 3 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. Child Maintenance Toolkit

4. 4 Media campaign outline Campaign based on short bursts of press and radio supported by ongoing digital activity.

5. 5 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.www.gov.uk/csachanges

6. 6 Campaign press advertisement

7. 7 Focus on: Digital display advertising Advertisements will run in a variety of formats. Ads click through to campaign landing page www.gov.uk/csachanges 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

8. 8 Display advertising – the ad network Sites within the network are selected to maximise reach among CSA clients. Placement of adverts optimised throughout the campaign.

9. 9 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.

10. 10 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.Child Maintenance Toolkit 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?

11. 11 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.

12. 12 Campaign landing page at www.gov.uk/csachangeswww.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-futureshttps://www.gov.uk/government/consultations/supporting-separated- families-securing-children-s-futures Email us at childmaintenance.partners@dwp.gsi.gov.uk with any questions.childmaintenance.partners@dwp.gsi.gov.uk Further information