So far, we have interviewed 21 parents who have received the grant. Below, we set out four personas, representing different backgrounds and ways that parents have experienced the intervention. Our intention in presenting these personas is to convey parents’ experiences in a more holistic way. These personas do not relate to any single individual. Rather, they are composites representing common themes that we have seen during our interviews. We expect to see the shape of these personas change as the evaluation continues.

All names have been changed to protect the privacy of interviewees.

Serena - offered £500 grant

Born and raised in Camden, Serena is a first-time parent. Her pregnancy hasn’t been straightforward; she has gestational diabetes, and her tiny 5th-floor flat doesn’t have an elevator. Her family are close and always checking in to offer support. She knows she received an email from someone from the council, and she engaged with the £500 grant offer, but she doesn’t remember any other information in that email.

Serena was really happy to receive the grant; it helped her to afford high-cost essentials that she otherwise would have paid for using her overdraft. She opted for the ‘bank transfer’ option and found the whole process really straightforward.

Initially, Serena assumed this grant was the Sure Start Maternity Grant that she had heard about - it was only through talking to a friend that she realised that the process for applying for the Sure Start grant is different. She then went back to the initial email and saw that the grant she received was from Camden Family Hubs.

Serena is naturally curious (she’ll Google anything she’s unsure about), and she likes to feel informed. Serena didn’t realise she had already been inside her local Family Hub building; it’s where her midwife appointments are. She’s never consciously engaged with the service before, but now that she’s received the Family Hubs Pregnancy Grant, she might take a look around the Family Hub at her next midwife's appointment.

Alicia – offered £500 grant

Alicia is mum to two boys with a third on the way. She lives with her partner and their boys, but their home barely fits the family as it is. Her entire day is spent managing her family's lives: getting the boys up, dressed, fed and out the door. Thinking about how these needs will grow makes her feel quite anxious.

Alicia reads every letter, every email, every text that comes her way. She found out about the grant online and applied using her MAT B1 form. The whole process was pretty easy. She remembers receiving an email which notified her that her grant eligibility application was accepted and that she’d receive the money in her bank within a week. She definitely clicked on one or two links in the email about other Family Hub services, to check them out, but she doesn’t really feel confident that she knows everything she should. Alicia’s eldest son was born before Covid, and she attended a few different antenatal and stay and play sessions, but at that time, the centres weren’t called ‘Family Hubs’. Her second was born during Covid, and she really struggled with the lack of support available in comparison to her firstborn. This time, she’s determined to re-engage; she liked the stay and play sessions before, so wants to go again, but also wants to find out what else is on offer. Once the baby is born and she’s established a good routine, she plans on going to her local Family Hub. Because Alicia still has the big baby essentials from when her boys were newborns, she used the grant to stock up on bottles, nappies, wipes and formula.

Diya – offered £500 grant and outreach from Family Navigator

Diya is a first-time parent. Her pregnancy was unexpected. She’s still living at home with her parents. She wants to move out, but it doesn’t seem feasible. Her family have been a consistent source of support for Diya throughout. As a first-time parent, she’s not too sure exactly what help she may need, let alone support that’s available. She’s getting a lot of advice from a lot of sources (online and in person), but it's all quite overwhelming and hard to navigate. Language isn’t a barrier for her, but every now and then, Diya feels like everyone knows about something she doesn’t know. She’s heard of Family Hubs (her cousin goes with her kids) and knows there’s one nearby, but she’s never actually been. Diya would like to feel more confident in her knowledge of what is out there, so the phone call from a Family Navigator was really welcome. It was a friendly chat, and there was a lot of information, but from what she can remember, Family Hubs might be able to help her learn some new things and figure out what benefits she’s eligible for. Diya thinks others like her would benefit from the call, too. She’s been invited for a tour, and she’s open to visiting to see what’s on offer. As for the grant, Diya was really pleased and genuinely surprised to receive it. She wasn’t expecting it at all, and it came at just the right time when her housing situation and cost of living were weighing on her heavily; it gave her a little bit of breathing space. The bank transfer process was a breeze. She used the grant to upgrade to a nicer buggy than she originally budgeted for, something that made her feel more prepared and positive about her baby's arrival.

Pri – offered £500 grant and outreach from Family Navigator

Pri is a mum of three, and she lives with her husband in a two-bed flat. They don’t have any wider family nearby, but Pri keeps in touch with relatives and friends digitally. English isn’t her first language; she knows bits, but wouldn’t call herself ‘fluent’.

Pri finds all of the letters, newsletters, emails, and other communications the family receives overwhelming and tricky to keep on top of. She remembers having a phone call, but didn’t really understand what the call was about. Pri has been to Family Hubs before for a ‘stay and play’ session, so she feels like she knows what Family Hubs offer. She doesn’t plan to visit again, though, as she doesn’t think there is anyone there who can support her with the pressing housing and financial challenges her family are facing. She feels the services at Family Hubs (that she’s aware of) don’t fit her needs.

Pri was really sceptical when she first found out about the grant. She tried asking around to check if it was legitimate before taking the chance to accept it. She was worried it was a scam, but felt it was a risk worth taking. She was genuinely pleased and relieved to receive the money. That said, the SMS instructions to receive the money were in English; she struggled to make sense of them, and even once she did, locating the right ATM proved quite hard.

Pri still isn’t sure where the money came from, but nevertheless, she’s thankful for it. She used part of it to clear some outstanding bills, and spent the remainder on some baby essentials.