§ Mr. WillettsTo ask the Chancellor of the Exchequer which of the promotional campaigns for the WFTC have been evaluated by(a) the Government and (b) independent bodies on behalf of the Government; and if he will place copies of the reviews in the Library. [40452]
§ Dawn PrimaroloAll working families tax credit promotional campaigns have been evaluated by independent external agencies managed by COI Communications Research Unit on behalf of Inland Revenue Marketing and Communications.
Qualitative research has been undertaken to develop the creative proposals for the advertising campaigns and measure the effectiveness of the proposals to convey the campaign messages to the target audiences.
Quantitative tracking research has also been organised to evaluate the success of the campaign, by measuring the awareness levels among the target audiences and understanding of the message. The Inland Revenue also monitors the number of calls to helplines, the number of booklets ordered and the take up of WFTC.
The tracking research reports have not been placed in the House of Commons Library, but are held by Inland Revenue Marketing and Communications team and the COI Communications Research Unit. These reports are used to develop all following campaigns.
Quantitative tracking research has been carried out five times since the first WFTC advertising campaign in 1999. Wave 1 was 1999, wave 2 and 3 in 2000, wave 4 in 2001 and wave 5 in 2002 (currently under way).