access their places, says James Hempsall
Our messages need to be individualised to each family's needs.
We are starting to see lots of evidence of various campaigns, including banners outside settings, bus advertising, radio and press coverage, leaflets and posters and websites.
Providers also need to talk with existing parents, because the Department for Education estimates that about 35 per cent of families eligible this year could already be using some form of formal childcare - so some of your current families could benefit from the two-year-old offer.
Word of mouth from a trusted friend or professional is so powerful in supporting awareness and take up, especially for parents who have never used early learning provision or left their child in the care of others before.
I think it is really exciting that from September 2014 more than 130,000 more families will become entitled to a place for their two-year-old.
These will be low-income working families in receipt of Working Tax Credit. It should provide families with valuable help towards their childcare costs, and open up new opportunities for their employment and work-life balance.
Currently, a family must be getting one of the following: Income Support; income-based Jobseeker's Allowance; income-related Employment and Support Allowance; support through Part 6 of the Immigration and Asylum Act; the guaranteed element of State Pension Credit; Child Tax Credit (but not Working Tax Credit) and have an annual income less than £16,190; and the Working Tax Credit four-week run on (the payment you get when you stop qualifying for Working Tax Credit). Children looked after by a local council are also entitled to a place.
From September 2014 a child will also be eligible if any of the following apply: the family receives Working Tax Credits and earns no more than £16,190 a year, they have a current statement of special educational needs, or an education, health and care plan, or they get Disability Living Allowance, or if they have left care through special guardianship or an adoption or residence order.
James Hempsall is director of Hempsall's (@jhempsall, www.hemspalls.com).
