BENEFITS STIGMA IN BRITAIN
Radio & TV Interviews
A report released showed that thousands of vulnerable people across the UK could be missing out on essential state support due to the negative stigma surrounding claiming benefits, mostly generated by the media. The study not only revealed the general public’s misconceptions surrounding fraudulent benefits claims, but also revealed that a third of all media coverage concerning benefits since 1995 were related to fraud, thus fueling the public’s negative perception of benefits claimants.
Elizabeth Finn Care, who conducted the survey, aimed to dispel the stigma surrounding benefits claims and claimants and wanted to highlight the concern surrounding the issue that those in need are not claiming benefits because they do not want to be associated with the surrounding negative attitude. Elizabeth Finn Care also wanted to encourage those concerned and those affected to visit their partnered website and helpline, Turn2us.
To maximise the reach of the campaign, Head of Policy at Turn2us, Rob Tolan, participated in radio and television interviews discussing the effects that stigma towards benefits has on the people who genuinely need them. Rob garnered great feedback from presenters, who described him as professional, passionate and authoritative.
Coverage highlights include Rob’s TV interview being broadcast on ITV Meridian, and the radio interviews securing coverage on: BBC Radio Kent, BBC Radio Southern Counties, Real Radio Scotland, Smooth 105.2 and Big City Radio.
Campaign in Numbers:
Elizabeth Finn Care’s campaign secured weekly audience figures of 2.8 million people with 2 hours 16 minutes’ worth of coverage.
Elizabeth Finn Care’s campaign secured a total of 24 items of coverage (including one major television show and 2 BBC Radio stations) across the UK.