The Government has launched a major shake-up of the tax and benefits system this week, backed by a £12m advertising campaign through St Luke’s.
The Working Families’ Tax Credit (WFTC) aims to make it more attractive for parents to work than to live on benefits, and will replace Family Credit from October.
Chancellor Gordon Brown said at the launch: “Our aim is to abolish family poverty for every family on WFTC, and ensure that every child has the best start in life.”
It is estimated that 1.5 million families will be helped, with parents receiving on average £24 a week more than under the old system.
The St Luke’s campaign, which breaks this week, features a series of TV and press ads alerting people to their potential eligibility for WFTC and encouraging them to ring a freephone line for more information.
The ads show everyday people such as lollipop ladies and ice cream sellers encouraging information about WFTC to be passed on to the public.