DfE launches campaign to raise awareness of 30 hours among low-income families

The DfE has created a suite of six case studies of families across England who are benefitting from the offer, and a ‘how-to’ animation to support families applying online for the 30 hours and tax-free childcare.

The videos aim to raise awareness of the application process and benefits of the 30 hours offer among lower-income parents of children aged between two and four, and increase the proportion of these parents who would agree with the statement that ‘30 hours could make a significant difference to my family’s finances’, after the Childcare and Early Years Survey of parents: 2018 found awareness of the 30 hours offer is lower among lower-income families.

The DfE said it had shared the resources with stakeholders and asked them to share links on their social media channels.

However, the response from the sector was mixed, with several members expressing their frustration with the call to publicise the 30 hours offer.

Spokesperson for the Facebook group Champagne Nurseries on Lemonade Funding, Jo Morris Gold, said, ‘What an utter waste of everyone’s time and money.??‘Heads up DfE, If you need to promote TWO years after it was fully rolled out then it’s not working is it?’

There was also anger at the continued use of the word ‘free’ by the DfE to describe the 30 hours.

On the same Facebook group, Samantha Osei-Tutu said she would not be raising awareness of the offer.

‘Whilst it may benefit parents and families, I can't fill spaces because of FUNDED hours, I'm forced to close down due to FUNDED hours and I have lost children to FUNDED hours!’

The campaign will run until 31 December 2019.