1. NAFAO Conference 24 September 2014 Care Act: Communications

2. We have committed to a public awareness campaign 7: to encourage people to plan ahead for their later life we recommend that the Government invest in an awareness campaign. This should inform people of the new system and the importance of planning ahead. This campaign could be linked into the wider work to encourage pension savings “The Minister has confirmed in writing that the department has a vital role to play at national level. He has also confirmed that the department will co-ordinate the message to ensure a simple, coherent campaign. He has made it clear that the campaign will require concentrated effort and resource over a period of time” “We want to raise awareness of how care is funded, the financial support available, and how much people might need to pay for their care. “National and local government both have an important role in raising awareness, working alongside the voluntary and community sector, Money Advice Service and the financial services industry to achieve this objective.”

3. Communications tasks: Now Ensuring people with existing care needs (and their carers) know how the reforms will affect them Pre April 2015: National minimum eligibility threshold Deferred payment agreements Carers’ entitlements Personal budgets Pre April 2016: Care cap Care accounts Means test

4. Communications tasks – Long term Starting to build a culture in which all citizens plan for future care needs Care and support is not free: anyone who can is expected to make a contribution to their care costs up to £72,000. If you need residential care, living costs can be as much as £12,000 per annum Most of us (67% of men and 85% of women) will need some formal care in later life We should all have a plan for how we pay for any care and support costs as part of our preparations for later life Talk to your independent financial adviser, to Money Advice Service or to your local council to find out more Ensuring people with existing care needs (and their carers) know how the reforms will affect them

5. Sources and methods Engagement Evidence- based Plan Crossmedia Analysis Open call for evidence

7. Insights Task one: Frailty of audience Misunderstanding Complexity Lower digital engagement Regional variation Lack of engagement with social services “We want to spend as much money as possible so that the government doesn’t get it when we die or need care.”

8. Insights Task two: Lack of basic understanding Lack of numeracy Disinclination to engage Lack of trust Behavioural challenges “You’re worried that making a will or having this sort of conversation [about social care] is a sort of jinx.”

9. Approach (1): Maximising value

10. Maximising value

11. Creating the right environment 6 OTS 12 OTS 5 OTS

12. Changing behaviour

13. Communications & Demand Communications will stimulate demand in local areas Demand will be felt by local authorities National and regional PR can be varied quite quickly How can we understand/monitor the effects of national and regional PR so that it can be used to regulate demand?

14. Programme into perspective

15. Provider Communications Subject to Board approval later today: We will provide a range of material directed towards providers This will be focused on explaining the changes from a provider perspective/awareness raising This will be accompanied by a ‘letter drop’ to all providers in January 2015

16. Timing Support availableFrom when Q&A support for LA Comms leads in answering media questions on the reforms Late Sep 14 Toolkit rollout schedule, key message consumer research findings, national media plans and a version of the Surrey video (that can be used by all local authorities) Mid Oct 14 Fully tested, copy-edited approved phase 1 key messagesEnd Oct 14 Toolkit materials (such as website content, FAQs, leaflets, briefings, letter templates) for local authorities and other partners w/c 24 Nov 14 National activity (inc. PR, radio and door drops)Early Jan 15