HAF Annual Report 2025/26

The communications strategy used a blend of digital and print channels to reach the target audience. It takes into account some of the county’s more vulnerable, low-income families who do not have regular access to online services.

Buckinghamshire’s successful promotion and delivery of the HAF programme was due to using a combination of:

• geographically targeted social media campaigns
• press releases
• local newsletters
• adverts in regional parent-focused magazines
• print promotion across libraries and Family Hubs

2025/26 saw the second full year with a centralised booking system. This allowed us to accurately track the total number of individual children accessing the programme. For 2025/26 it was 4,027 children (30% overall reach).

Alongside the tracking, the booking system also enabled wider advertisement of the programme. This was done with vouchers sent directly to parents. It also created an easier process for schools to order the vouchers, as they are distributed automatically through the system itself.

This wider advertising through the centralised booking system resulted in 99% of available places being booked. This was the highest booking rate achieved in Buckinghamshire to date. As a result, more CYP attended the programme and benefited this year compared with the previous year.

Work is ongoing to develop a communications plan for parents/carers, schools and providers. This includes clearer messaging about the impact of non-attendance on the programme. This will emphasise that unused places reduce opportunities for other eligible children and young people to attend. It also encourages families to cancel promptly if plans change.

The messaging will be framed supportively. But it sets clear expectations around attendance and booking behaviour. Alongside this, attendance data will be proactively shared with schools. This helps to support conversations with families where patterns of non-attendance are emerging.