The Department for Work and Pensions (DWP) is set to begin a widespread advertising push on September 17 using "trusted voices" in the media to gain public support for auto-enrolment.
The £11m workplace pensions campaign will use traditional advertising and brand partnerships as well as more subtle paid-for media partnerships. It will also include television adverts for the first time.
The DWP hopes the media partnerships will bring the impending reforms “closer to home” by using trusted voices people are familiar with for groups who do not respond well to traditional advertising.
It will target the segments of the population most likely to opt out – which the DWP has labelled the “daunted” and “unprepared”. Campaigns with regional press conglomerate Media Force, Sky Sports, and radio stations Real and Smooth begin this month.
A partnership with eBay begins in October, while a deal with Yahoo! starts in January and is aimed at daunted older people who are not confident handling their finances.
The Yahoo! material will act as a beginner’s guide to pensions and 'debunks common myths'. It will include weekly articles signposted on Yahoo!’s news homepage, fortnightly Penny Pincher columns with savings tips, Yahoo! Answers for independent financial advice and various display/takeover adverts.
This comes after the DWP completed a media partnership with The Sun and O2, which began in May and concluded in August, and was aimed at unprepared young people with a “live for today” attitude.
Three young people were asked to live on a limited budget for a week, with interviews and blogs then posted online.
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