'Oh no!' DWP's 'Workie' auto-enrolment campaign slated on social media

'Don't ignore it' message unlikely to engage target demographic, critics suggest

Carmen Reichman
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A "quirky" Department for Work and Pensions' (DWP) campaign introducing 'Workie' - a multi-coloured fluffy monster - and bidding to stir employers' and workers' interest in auto-enrolment has been described as "embarrassing" on social media.

The campaign included a Twitter message piggy-backing on the Back To The Future 'anniversary' - commemorating the day characters Marty McFly and Doc Brown arrive at in the future in the second film in the trilogy - and including the phrase 'Pensions? Where we're going we don't need pensions...

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