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Govt to continue auto-enrolment TV comms campaign

Steve Webb 480 LibDems DWP

The Government plans to roll out further automatic enrolment communications including more television adverts to ensure awareness of the reforms continues to increase.

In July 2011, Money Marketing revealed the Department for Work and Pensions had secured £10m of additional funding from the Treasury to run an auto-enrolment awareness campaign.

TV ads, which began in September last year and cost £3.5m, featured well known company bosses including Theo Paphitis and Karren Brady.

The entire campaign for 2012/13, which also includes print, online and radio adverts, cost £8.1m.

Speaking at the launch of the ‘Nest Insight’ report last week, pensions minister Steve Webb said: “The ‘I’m in’ message has really hit home, but we cannot just stop there because there would be a risk that awareness would drop away. So there will be more communications, more campaigns and more household names saying they are ‘in’.”

This follows a warning from Lucian Camp Consulting principal Lucian Camp that the communications campaign would fail unless it was sustained until small employers begin auto-enrolment.

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