Job Centre Plus - Lone Parent Campaign

BACKGROUND
In Scotland there are 60,000 lone parents claiming benefit. With appropriate help and support many could return to work and enjoy the emotional, social and financial benefits that brings.

THE OBJECTIVES
To persuade lone parents claiming benefit that Jobcentre Plus can help them back into work.

To persuade them to call or text for a DVD or chat.

THE INSIGHT
Many lone parents are in a mental cul-de-sac – being at home with the children removes them from the workforce and, over time, their confidence about returning to work diminishes due to a form of depression that reduces their motivation, their confidence and their self-belief.  Many feel they have no alternative to a life on benefit.

EXECUTION
The advertising idea juxtaposed lone parents talking about their domestic circumstances with the same people at work describing how Jobcentre Plus was able to help them back in to employment.

Daytime TV very efficiently targeted lone parents and respondents were offered a 12 min DVD showing real lone parents describing the support they received from Jobcentre Plus.

RESULTS

• The campaign cut through to lone parents - 62% claimed to have seen a campaign aimed at helping lone parents back into work
  
  
• Attitudes and understanding of what Jobcentre Plus offers all made significant and substantial shifts in a positive direction– particularly among those aware of the advertising
  
  
• The campaign generated more than 1200 responses