Department for Education: Marketing
(asked on 19th May 2026) - View Source
Question to the Department for Education:
To ask the Secretary of State for Education, if she will publish a breakdown of her Department’s marketing and advertising expenditure in (a) 2024-25 and (b) 2025-26.
Answered by
Olivia Bailey
Parliamentary Under-Secretary of State (Department for Education) (Equalities)
The department's marketing and advertising expenditure for 2024/2025 is shown below. Final outturn data for the most recent financial year are not yet available.
The total marketing spend will be published in the department’s Annual Report and Accounts in due course.
Campaign name | 2024/25 Spend |
Get Into Teaching campaign | £16,215,689 |
Teach In Further Education campaign | £5,100,000.00 |
Do Something Big (early years recruitment campaign) | £11,292,716 |
Children’s social care, including social workers, adoption and care leavers | £918,474 |
Teaching Vacancies Service | £656,406 |
Skills for Life campaign | £12,899,527 |
Childcare Choices campaign | £2,751,124.25 |
Total | £49,833,936.25 |
Paid marketing activity in 2024/25 supported operational delivery by helping to recruit more school and college teachers and early years staff. It was also used to raise awareness and encourage action on topics including the benefits of formal childcare and the help available for parents with its cost, take-up of government-funded technical qualifications, skills and training offers among young people and adults. It also supported recruitment and signposting to support in children’s social care, including for children’s social workers, adoptive families and care leavers.
Paid-for communication is subject to Cabinet Office spending controls, which ensure taxpayer money is spent cost-effectively and reflects professional best practice. Where possible, activity is delivered in-house as part of cross-government campaigns or at low cost through partner coordination.