§ Mr. WillettsTo ask the Secretary of State for Work and Pensions what the objectives were for each advertising campaign undertaken by his Department since 2001, what criteria were used to judge their effectiveness; and to what extent these criteria were met. [170588]
§ Maria EagleA summary of advertising campaigns that have been conducted by the Department since 2000-01 is in the table.
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Advertising campaign Objective Evaluation method Campaign result audience Inherited SERPS To explain the relative amount of SERPS pensions that people may be able to pass onto their spouses on death Monitor awareness among target audience Awareness level increased Direct Payment Three year campaign to support the conversion of customers from paper based methods to payment direct into an account Monitor awareness of Direct Payment Customers' understanding 01 the new system and key campaign messages Awareness and understanding increased Age Positive To communicate to employers the benefits of an age-diverse workforce Monitor awareness of the Code of Practise Track awareness of the website Awareness of Code and website increased The Pension Service To raise awareness of the services of the new Pension Service Track awareness of the website Track number of visitors to t he mobile exhibition unit Track attendance at Pension Service surgeries Number of visitors and attendance at surgeries increased Council Tax Benefit Raise awareness amongst those on low incomes -primarily pensioners Monitor awareness of among target audience Awareness level increased Jobseeker Direct To promote telephone service to those looking for work, particularly to priority customer groups of lone parents and people aged 50+ Monitor awareness among target audience Track number of calls received Awareness level increased Jobcentre Plus Employer Marketing To generate vacancies delivering performance improvement. Measure year-on-year vacancy volumes Number of vacancies increased New Deal To raise awareness of the breadth of help available and encourage key target groups to respond Monitor awareness among target audience Track the number of responses Awareness and number of responses increased 1. Information relates to advertising campaigns over the value of £250,00 for 2000–01 and over £500,000 for subsequent years. 2. Information on advertising campaigns costing under £250,000 and details of highly localised activity by the Departments customer facing businesses have generally not been included as a disproportionate cost would be incurred in compiling these figures. 3. Evaluation of all campaigns is a routine procedure. Methods of evaluation vary and reflect the needs of each individual campaign. Detailed information of evaluation is not held centrally nor in a standard format and so can b2 provided only at disproportionate cost. 4. Copies of the Management summaries for the Targeting Fraud Campaigns are available in the Library.