Recommendation 20

HM Government · verbatim extract Deferred

We have sought to use a range of innovative approaches to reach communities, including: • In August 2020, we launched a national communications campaign, estimated to have reached 12 million people through radio, press and search advertising, and 3 million through grassroots channels. It saw an increase in awareness among the target communities from 67% to 81% and higher among some communities. • Advertising materials were developed in consultation with community stakeholders and tested with the members of the priority audience and included audio, social posts and print media, and a video guide on GOV.UK. • In addition to advertising, we worked with diaspora media partners (which achieved 1,500 pieces of coverage alone) including BEN TV, the Voice and ATN Bangla to develop bespoke content to resonate with each community. • Trusted community members were recruited as ‘ambassadors’ to raise awareness among their own networks. Their activity included video and music content shared on social media, online events and provision of information via food bank parcels. • We have also communicated through Home Office channels including developing a video case study featuring a compensation recipient. • We recently filmed new video guides on eligibility in multiple languages including Gujarati, Urdu, Bengali and Punjabi. When production is complete, these will be made available online and shared with partners. • The next phase of the campaign will include new video, audio and editorial content aimed at affected audiences. We will also be working with online communities who will share social media content such as podcasts, polls and social posts. • Through the Windrush Schemes Community Fund, we have funded organisations to promote awareness of the Windrush Schemes through a range of innovative and unique projects. Organisations’ projects include working with museums, through music and the arts, and videos and infomercials as a way to reach intergenerational audiences.