National Communications Campaign on Automatic Enrolment.
Jenni Smith, DWP Communications24 October 2012
National Communications Campaign on Automatic Enrolment.
Jenni Smith, DWP Communications24 October 2012
DWP TV advert: Workplace pensions. We’re all in.
Message map: What we’re saying to who
Start saving now for the retirement you want
Individuals
Employers
Automatic enrolment is going ahead for all employersOverarching
Blow the whistle if your employer doesn’t comply
Pension saving is good for you, good for Britain, good for the economy and good for growth
Automatic enrolment will make saving for retirement the norm
When you contribute so will your employer and the government (through tax relief)..
If you opt out you won’t benefit from the extra money from your employer and the Government.
The sooner you start the more money you could have to enjoy your retirement.
It’s never too late to start saving
Pension law has changed and you must take action now .
You will have to enrol all your eligible workers into a qualifying workplace pension scheme, if they’re not already in one
Check the TPR website to confirm your staging date
If you do not act there will be consequences
DWP
NEST
Overarching
Campaign
TPR
Tomorrow is worth saving for
NEST is a specialist automatic enrolment scheme that understands what you need to do and helps you do it
Your employer may enrol you into NEST
NEST is flexible and easy to use, whatever the size of your workforce
NEST is sophisticated in design but simple to use
There are seven key steps to take to prepare for automatic enrolment
Department for Work and Pensions3
Employer creative
Print Digital
Employers: overview of channels
DWP/ TPR advertising
•National and trade press
•Raise awareness (‘act now’), build understanding, drive online
Drive to
No-cost partnershipsWork with third parties (e.g. trade bodies) to carry our messages and information
Media relations / social mediaProactive engagement through traditional and digital media
TPR website
•What they need to do •Sign up for email reminders
Employer toolkit (on TPR website)Info and tools for workplaces •Poster, intranet copy, payslip reminders•Template letters to send to employees
Department for Work and Pensions
Stakeholder toolkit
• Information and documents explaining the reforms in more detail, in formats you can share with others.
– Key facts booklet– Fact sheets– Pensions language guide – Case studies– Posters (some customisable)
www.dwp.gov.uk/workplacepension
Department for Work and Pensions
Individuals: overview of channels Advertising •TV, radio, national press, online•Raise awareness,build understanding, drive online
Drive to
Paid for media partnershipsDWP messages via trusted brands’ voicesBuild engagement and understanding
Media relations / social mediaProactive engagement through traditional and digital media
Information
•On Gov.uk and via partners, seeded broadly
•Online engagement tools
Partner sites
•For more specific queries e.g. TPAS, MAS
No-cost partners/stakeholders•Recruitment firms, consumer groups, unions carry our messages
Media partnerships
RadioSmooth for dauntedReal for unprepared
Digital Yahoo! for daunted Sky Sports for unpreparedeBay for unprepared
Regional press Mediaforce (80+ titles) for daunted
National press Sun and O2 for unprepared
Department for Work and Pensions
The future…..
• Tracking
• Post March plans• What success looks like
Next
