In Summer 2021, 2022 and Winter 2021, Sport England provided funding for a paid digital marketing campaign to drive children and young people (C&YP) in receipt of benefits-related free school meals to the opportunities created by the government funded Holiday Activity & Food Programme (HAF).

Evaluations of these campaigns found that social media plays an integral part in the bookings of HAF. The campaign was based on selective platforms, which were; Facebook, Instagram, Snapchat, radio and some offline marketing. Nine Active Partnerships were involved.