The cash-strapped Department for Work and Pensions has turned to the industry to help deliver its communications campaign ahead of the 2012 automatic enrolment reforms.
The DWP’s marketing spend was frozen as part of a tough comprehensive spending review settlement. As a result, officials have met with product providers and the Association of British Insurers to discuss alternative communication strategies at a lower cost to the Government. Past Government advertising campaigns, such as stakeholder, have included TV and radio campaigns.
Standard Life senior pensions policy manager Andrew Tully (pictured) says: “Given the current financial climate, the Government is interested in companies helping them in all sorts of ways. Employers have a lot of different avenues to get information but it is more difficult for individuals. How to do a big advertising campaign for individuals on the street is perhaps less obvious.”
Negotiations are ongoing with the ABI, The Pensions Regulator and other industry bodies on producing a set of auto-enrolment guidelines.
A DWP spokeswoman says it will work with partners in the public and private sector to raise awareness among their customers and members as well as looking to place stories in the media and providing information through the direct.gov.uk website.