The Government will launch a £10m automatic enrolment communications campaign featuring TV and radio ads in January, Money Marketing understands.
The Department for Work and Pensions’ ability to orchestrate a large-scale auto-enrolment awareness campaign was in doubt after its marketing budget was frozen as part of the comprehensive spending review in October.
But Money Marketing understands the DWP has secured £10m of additional funding from the Treasury to publicise the flagship pension reforms ahead of the October 2012 launch date.
Legal & General pensions strategy director Adrian Boulding says: “Politicians of all parties should be rightly proud of auto-enrolment, as it will make pensions much more socially inclusive than they have ever been before. Auto-enrolment is going to correct the current imbalance of pensions across age, gender and ethnicity. This is something really worth shouting about and it is great that we are going to do so on TV and radio to get maximum coverage.”
In December, Money Marketing revealed that Government officials had met with product providers and the Association of British Insurers to discuss low-cost communication strategies.
At the time, the DWP planned to raise awareness of the reforms by placing stories in the media and providing information through the direct.gov.uk website.
Lucian Camp Consulting principal Lucian Camp says: “In terms of publicity, this is the brief from hell. It calls for a phased campaign between 2012 and 2016 because people who are not affected by the reforms until 2016 will not remember an advert from four years ago.”