Atomik Research were commissioned by consumer credit reporting agency, Equifax to look at the financial impact half term has on single parents using PR research. Specifically, the research of 2,001 UK parents of school aged children, looked at how much extra half term, and other school holidays are costing single parents, whether that’s direct spending or time off work.  

Key findings from the PR research included:  

  • One-fifth of single parents have called in sick in order to look after their children during the school holidays 
  • Single parents are much more likely to have had to take holiday from work (56% v 46%) or taken unpaid leave (35% v 18%) than those in dual-income households.  
  • 4 in 5 single parents therefore think they need more support when it comes to funding.  
  •  42% of the single parents surveyed admit that they have regularly fallen behind, or even completely missed, credit card payments and bills after Christmas 
  • One-third even admitting to falling behind on rent after Christmas spending 
  • Most parents expect to spend an average of £178.29 on their children this half term – only £70 less than the average Christmas spend.  
  • 82% single parents say children miss out on social activities as well because they are too expensive 
  • 4 in 5 parents overall have agreed that school holidays are getting more and more expensive every year 
  • 76% agreeing there are less free options during the school holidays compared to 5 years ago 

The research was part of a broadcast PR campaign created in conjunction with our parent company, 4media group, which consisted of research and broadcast PR elements. The broadcast day was fronted by Single mum Jamelia, best known for Loose Women and her career as a popstar. Jamelia was able to talk about the extent that single parents struggle to financially provide for their children, especially during half term. She was accompanied in the studio by Lisa Hardstaff, credit information expert from Equifax.  

The broadcast day achieved 32 interviews including 27 region BBC stations. Highlights included Heart London, BBC Radio London, BBC Radio Merseyside, BBC Radio WM, BBC Radio Manchester, BBC Radio Newcastle, BBC Radio Cambridgeshire and many more.  

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