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Departmental Advertising

Volume 491: debated on Thursday 23 April 2009

To ask the Secretary of State for Work and Pensions what assessment he has made of the effectiveness of his Department’s employability advertising campaign; what indicators have been used to assess its effectiveness; how much has been spent on the campaign to date; and when he will publish an evaluation of the campaign. (270691)

The “Employ ability” communications campaign that ran between September 2007 and March 2009 aimed to challenge attitudes amongst SME employers towards recruiting and retaining disabled people and those with long term health conditions.

The campaign was delivered through the following activity:

Advertising and advertorials in trade and regional press

Billboard posters

Media liaison and PR

How to Employ ability workshops

Web pages on DWP website

E-marketing, direct mail and telemarketing

Engagement with employer and disability organisations

Evaluation of the campaign is currently being conducted. This will assess shifts in employers’ attitudes and behaviour towards disabled people and people with long-term health conditions as well as awareness of information from the campaign and effectiveness of the channels used. A summary of the evaluation will be placed in the public domain by end July 2009.

The total amount spent on the campaign since September 2007 is £4,626,000.