SMC Parenting Campaign - Scope Stage

The Social Mobility Commission (SMC) monitors progress towards improving social mobility in the UK and promotes social mobility in England. It is an independent statutory body created by an Act of Parliament and is sponsored by the Cabinet Office (CO).

The Contractor has agreed to enable the Social Mobility Commission to begin the next phase of its parenting campaign. The Contractor will develop an OASIS-style campaign plan and conduct extensive audience research to establish the types of messages that will change the behaviour of parents from lower socioeconomic backgrounds to talk, read and play more together with their children.

Aims and objectives:

The Contractor shall use all reasonable endeavours to achieve the following aims and objectives within the proposed scope:

The overall aim is to encourage more families from lower socio-economic backgrounds to talk, play and read together with their children.

The Contractor shall use all reasonable endeavours to achieve the following objectives. Specifically, we are looking for:

• a.Horizon scanning exercise of current and past campaigns on parenting and what they achieved.
• b.Research on our target audience - families from lower socioeconomic backgrounds (to establish who from the family is spending time with the children, where they are, what they are doing, how do we reach them and change their habits/ behaviours).
• c.Scoping of potential campaign partners and private sector sponsors to share the message and/or the costs (supermarkets, retailers etc).
• d.Campaign proposals with suggested messaging (slogans/ visuals) focus-grouped with the target audience and campaign stakeholders.

Focus groups conducted to assess the proposed campaign messages.

• e.Outline of next steps setting out objectives, audiences, campaign strategy (messaging, content and channels), implementation and evaluation.