Here to Help - Parental Employability and Financial Support Campaign Launch

Parent Club have launched a new campaign to help families who are struggling and feel overwhelmed by the additional pressures brought on by the current economic crisis.

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, targeting C2DE families from six priority groups (minority ethnic families, lone parents, parents under 25, families with 3+ children, families with children under 1, and families where someone is disabled). 

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 School Attendance comms: #FinancialSupport, #ScotlandParents, and #YouAreNotAlone

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