Research and analysis

Childcare Choices: Tax-Free Childcare advertising campaign evaluation

Evaluating the effectiveness of the 2018 to 2019 Tax-Free Childcare campaign.


Tax-Free Childcare campaign evaluation

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Tax-Free Childcare is available to parents of children up to the age of 11 (or up to the age of 16 if the child has a disability or visual impairment) who are in work and earn between £125 and £1,900 per week in the UK to help support the costs of childcare.

The Tax-free Childcare campaign ran from September 2018 to March 2019 and included radio adverts, adverts on radio apps and streaming sites, online advertising, advertising on mobile phones and on social media. The campaign aimed to drive eligible parents to the Childcare Choices website.

The research was commissioned to GfK UK Social Research, now part of Ipsos MORI, and involved conducting survey research both before the campaign (714 face-to-face interviews with eligible parents) and after it (694 interviews). The research provided findings on levels of awareness of the campaign, engagement with the campaign and action taken as a result.

Published 14 February 2020