Outreach work can significantly increase the take-up of childcare among disadvantaged families, according to the findings of a government pilot offering free places for two-year-olds. The analysis looked at the impact of outreach work and other promotional techniques used to encourage take-up in the 32 pilot areas.
The most effective approaches were door-to-door knocking in areas of high social deprivation and contact through referrals from professionals such as health visitors. By contrast, indirect marketing - including posters and leaflets - was largely ineffective, except when printed information was handed directly to parents. Outreach work also helped guide parents through the application process as many "lacked confidence in dealing with a formal childcare setting".
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