Wages 16x9 - PEFS
Parental Employability and Financial Support (PEFS)
Parent Club

Here to Help - Parental Employability and Financial Support Campaign Launch

After the success of last year’s campaign, where more than half of those who saw it took action, Parent Club is re-launching its Parental Employability and Financial Support campaign.

Alongside providing support for families feeling the pressure of the current economic crisis, the campaign features new creative designed to increase awareness of the childcare support that can help them get back in to work and manage family finances.

Our audience often carries a high mental load, with the day-to-day pressures of living on a low income leaving little space to think ahead. Financial stress can impact confidence, mental health and belief in their ability to change their situation, creating fear and inertia. Many worry that applying for support will be too difficult, that they won’t be believed, or that they could end up worse off. Stigma and shame around claiming help can also be a barrier.

Campaign Overview

This campaign directly supports the Scottish Government's commitment to tackling child poverty. It recognises the pressure and isolation many parents feel around their finances, and the belief that change is complicated or out of reach. By empathising with these concerns, the campaign reassures parents that they are not alone, builds confidence that support is available, and encourages them to take a first step towards improving their family’s financial situation. 

The campaign helps raise awareness of the support that is available to families on the Parent Club Website

 You can view the PEFS film via YouTube here 

Campaign Resources

  • The PEFS Stakeholder Toolkit contains the following resources: 
  • Key messages  
  • 30” ad (with/without subtitles)  
  • Social media images and videos  
  • Posters - including translated and accessible versions
  • Leaflet, web/email copy, and expert films 

All campaign assets can be found via the SG Communications Resource Centre - Parental Employability and Financial Support

  • How You Can Help
  • Share campaign assets across your channels 
  • Include editorial copy in newsletters or blogs 
  • Encourage families in your networks to visit the Parent Club website 
  • Follow and share Parent Club content on X, Instagram, and Facebook 
  • Add the following hashtags to your comms: #FinancialSupport, #ScotlandParents, and #YouAreNotAlone   

Together, we can help more families get the support they need. Thank you for your continued support.