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DWP to run auto-enrolment TV ad campaign

Steve Webb 480 LibDems DWP

The Government will run an automatic enrolment TV campaign due to concern the existing, low-cost adverts have failed to raise consumer awareness about the reforms.

In July last year, Money Marketing revealed the Department for Work and Pensions had secured £11m in additional funding from the Treasury for the campaign.

In November, an internal DWP document, seen by Money Marketing, revealed the Government had decided against using TV adverts to promote auto-enrolment, instead focusing on radio, print, online and outdoor advertising.

However, Money Marketing understands Government officials have now decided a TV campaign is needed to boost consumer awareness before the UK’s biggest employers start auto-enrolling their workers in October this year.

A source says: “Apparently the existing low-cost campaign, which has included things like adverts on people’s mobile phones that interrupt their games, has not really raised the level of consumer awareness of auto-enrolment.”

A DWP spokeswoman confirms the Government will now run TV adverts through September and October. She says the costs of the TV campaign fall within the original £11m auto-enrolment communications budget.

She says: “We launched an advertising campaign in press, radio and online in January this year. We will be adding TV into the mix in September, immediately prior to the launch of automatic enrolment, to make sure our message gets through.

“We will also continue using press, radio and online ads. This is in addition to our media partnerships. The budget for the media plan including TV falls within our original campaign budget as confirmed earlier this year.”

Legal & General pensions strategy director Adrian Boulding says: “It is great news that the DWP are going on TV, and the timing is spot on as it coincides with all the employees at the first big employers getting letters telling them how auto-enrolment is being applied at their workplace.”


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There are 3 comments at the moment, we would love to hear your opinion too.

  1. Could that £11 million have been better spent………..answers on a post card.

  2. Anyone remember Stakeholder? It won’t work so stop throwing money at it and admit this industry was significantly more successful at selling (yes,selling) pensions to those who needed them. The GB workforce will not volunteer to reduce their income to invest in a default fund that has no chance of ever making any money. In addition,pay rises will disappear when the employer has to contribute and workforces of 5 will become 4. The FSA attempted to arrange seminars with volunteer IFA’s ( no expenses paid) prepared to address the employees,. Guess how many appointments they made on our behalf ……Big fat Zero….How did you guess?

  3. Time to delay auto-enrolment until british industry can afford it. We are deep into double dip territory, the baks aren’t lending to businesses, the employees who are interested in retrement have already made arrangements. NEST is another nail in the UK economy coffin.

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