The Department for Work and Pensions (DWP) is set to restart its TV advertising campaign for auto-enrolment next month without its infamous 'Workie Monster', Professional Adviser understands.
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...
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