§ 37. Dr. Kim HowellsTo ask the Secretary of State for Social Security what estimate he has made of the advertising cost for each successful new claim for family credit, above expected trends, received as a result of the recent advertising campaign.
§ 50. Dr. MarekTo ask the Secretary of State for Social Security what has been the notional advertising cost for each successful new claim for family credit, above expected trends, that has been received as a result of the advertising campaign.
§ Mr. Peter LloydSuch cost estimates would not be meaningful. It is not possible to assess accurately how much of the increase in claims has been a direct result of the advertising campaign rather than other factors such as the increase in family credit rates in April. Furthermore, the campaign aims to raise levels of awareness of family credit not only to encourage claims by people who may be entitled at present but to encourage others to claim in the future should they become eligible through changed circumstances.
In terms of the objective of increasing awareness within the target groups, there have been significant increases. 43W Research indicates a change from 25 to 82 per cent. awareness. This is matched by increases in applications. In the weeks before the campaign we had 164,000 applications. In the 11 weeks after the campaign started we had 295,000 claims and of the claims decided since the campaign began over 135,000 have been successful and 86,400 further claims are awaiting decision.
The cost of advertising and other promotion of family credit since April to the end of July is approximately £4.8 million.
§ 43. Mr. YeoTo ask the Secretary of State for Social Security what recent representations he has received regarding the take-up of family credit.
§ Mr. Peter LloydRepresentations are usually to the effect that it needs to be improved. The recent advertising campaign has sought to increase public awareness of family credit and so promote increased take-up.