'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
clock

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...

To continue reading this article...

Join Professional Adviser for free

  • Unlimited access to real-time news, industry insights and market intelligence
  • Stay ahead of the curve with spotlights on emerging trends and technologies
  • Receive breaking news stories straight to your inbox in the daily newsletters
  • Make smart business decisions with the latest developments in regulation, investing retirement and protection
  • Members-only access to the editor’s weekly Friday commentary
  • Be the first to hear about our events and awards programmes

Join

 

Already a Professional Adviser member?

Login

More on Regulation