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Celebrities enlisted for £3.5m auto-enrol advertising campaign

Steve Webb 480 LibDems DWP

The Government has stepped up its automatic enrolment communications effort with the launch of a £3.5m advertising campaign.

In July, Money Marketing revealed the Department for Work and Pensions planned to run the campaign, which will include TV adverts, through September and October due to concern the previous, low-cost adverts had failed to raise consumer awareness about the reforms.

The new adverts, which will feature well known company bosses, including Theo Paphitis and Karren Brady, will run across TV, radio, print and online media.

Pensions minister Steve Webb says: “I am delighted that well-known bosses have taken part in our latest awareness campaign and back the biggest change in pensions for over a century.

“People should know that all they need to do is look out for a letter from their employer and if they do nothing and stay in they are effectively getting a pay rise.”

The DWP says its entire auto-enrolment awareness campaign will cost £8.1m. It says the celebrities featured in the adverts gave their time and services free of charge.

Forty Two Wealth Management partner Alan Dick says: “It is absolutely essential that the Government communicates automatic enrolment better because there is a shocking lack of awareness among the general public at the moment.”

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