DWP fires the Workie Monster

Instead of the multi-coloured fluffy monster, the new campaign is expected to look to build up trust in the auto-enrolment scheme by featuring various celebrities personally endorsing pensions. The ‘Workie' campaign, which was launched in October 2015, swapped high-profile promoters such as Baroness Karren Brady for the large, fluffy monster in an attempt to reach a wider audience. The £8.5m a-year advert saw 'Workie' wander around a park in broad daylight only to be totally ignored by passers-by. The end message of the campaign was "Don't ignore the workplace pension". The campaig...