Carer support payment priority improvements: impact assessment updates

Annex A

Social Security Scotland Communications

Communications: Carer Support and Priority Improvements

Social Security Scotland will continue to communicate the priority improvements to carers and stakeholders organisations across Scotland via a range of different online and offline channels. This approach will take into account the different communications needs of audiences, including those in island communities. The first island community which Carer Support Payment was introduced in was Na h-Eileanan Siar (the Western Isles), during which targeted communications were delivered to promote the benefit, and we will use any learning from this to maximise take up of Carer Additional Person Payment.

Information will continue to be shared via media, social media, newsletters and events to promote priority improvements to Carer Support Payment. Social Security Scotland will also create a toolkit which will include, for example, factsheets and social media posts, that will be free to download and will encourage stakeholders to share through their channels. Factsheets will be proactively translated into 12 community languages plus British Sign Language, with other languages available on request.

Recognising insight that shows people expect to get information in places and services they are interacting with, we will share leaflets and posters in community settings like GP surgeries and libraries. This will be particularly important for rural and island locations.

A marketing campaign to encourage people to apply for Carer Support Payment ran from February to April 2025. The campaign was developed using research and insight into the carers audience with the campaign messaging tested with carers in advance.

Ongoing work is also underway to carry out research into ‘seldom-heard audiences’, including carers, to help Social Security Scotland understand how best to reach them.

Lastly, Social Security Scotland and Scottish Government officials have delivered a number of National Engagement roadshows to promote awareness of Carer Support Payment launching across Scotland, which includes information on eligibility and how to apply. A bespoke session was also delivered as part of the Carers Network Rural and Island Forum.