Empowering families to access childcare
Parenting is full-on. Childcare support shouldn’t be.
From returning to work after maternity leave to juggling study and shift patterns, families across Wales face real pressures. The Childcare Offer for Wales helps ease that load, providing up to 30 hours of funded childcare and nursery education for 3–4-year-olds, for up to 48 weeks a year.
The challenge: turning awareness into action
Even with support available, many families weren’t applying. Some didn’t know they were eligible. Others felt unsure about the process. This campaign set out to change that, by making the offer feel clear, welcoming, and worth claiming.
Our strategy: Connect. Engage. Empower
We built the campaign around a simple journey:
- Connect: reach parents where they are, with messages that matter.
- Engage: explain the offer clearly, in ways that feel relevant and reassuring.
- Empower: make it easy to take the next step, with tools, support, and encouragement.
From digital ads to radio, bus posters to university outreach, every touchpoint helped parents feel seen, understood, and ready to act.
Creative that speaks to real life
We refreshed the brand with vibrant, relatable visuals and messaging that spoke directly to parents’ lives. A pilot with Cardiff University helped reach student parents, now set to roll out nationally.
Multi-channel delivery with purpose
- Digital: Facebook, Google Search & Display, YouTube
- Radio: Heart, Capital, Nation, Hits, DAX
- OOH: bus backs, supermarket D6s, mid-Wales 6 sheets
- Press: regional half-page ads
- Stakeholder: Cardiff University pilot, expanding to FE/HE institutions
Smart Spend. Real Impact
- 183,946 families accessed the offer
- 91,465 clicks to the campaign page
- 41% public awareness, rising to 86% among parents of 3–4-year-olds
- Google Search CTR: 22.96% | CPC: £0.26
- Facebook CTR: 0.37% | CPC: £0.51
- Display CTR: 0.81% | CPC: £0.14
- Strong engagement from female parents aged 25–34, childcare providers, and carers.
From awareness to action
More families are now accessing the support they deserve, feeling informed, reassured, and ready to apply. By meeting parents where they are and making the process feel simple and supportive, the campaign helped turn understanding into action. It gave families the confidence to take that next step, knowing they weren’t alone and that help was truly within reach.
