National Communications Campaign on Automatic Enrolment.

1. National Communications Campaign on Automatic Enrolment. National Communications Campaign on Automatic Enrolment. Jenni Smith, DWP Communications 24 October 2012 Jenni Smith, DWP Communications 24 October 2012

2. DWP TV advert: Workplace pensions. We’re all in.

3. Message map: What we’re saying to who Overarching Automatic enrolment is going ahead for all employers Pension saving is good for you, good for Britain, good for the economy and good for growth Automatic enrolment will make saving for retirement the norm When you contribute so will your employer and the government (through tax relief).. Individuals Start saving now for the retirement you want It’s never too late to start saving The sooner you start the more money you could have to enjoy your retirement. If you opt out you won’t benefit from the extra money from your employer and the Government. Blow the whistle if your employer doesn’t comply Tomorrow is worth saving for Your employer may enrol you into NEST Employers Check the TPR website to confirm your staging date You will have to enrol all your eligible workers into a qualifying workplace pension scheme, if they’re not already in one Pension law has changed and you must take action now . DWP If you do not act there will be consequences TPR There are seven key steps to take to prepare for automatic enrolment NEST NEST is a specialist automatic enrolment scheme that understands what you need to do and helps you do it Campaign NEST is flexible and easy to use, whatever the size of your workforce Overarching NEST is sophisticated in design but simple to use

4. Employer creative Print  Digital 3

5. Employers: overview of channels • DWP/ TPR advertising • National and trade press • Raise awareness (‘act now’), • build understanding, drive online No-cost partnerships Work with third parties (e.g. trade bodies) to carry our messages and information Media relations / social media Proactive engagement through traditional and digital media Drive to • TPR website • What they need to do • Sign up for email reminders • Employer toolkit (on TPR website) • Info and tools for workplaces • Poster, intranet copy, payslip reminders • Template letters to send to employees

6. Stakeholdertoolkit Information and documents explaining the reforms in more detail, in formats you can share with others. Key facts booklet Fact sheets Pensions language guide Case studies Posters (some customisable) www.dwp.gov.uk/workplacepension

8. Individuals: overview of channels • Advertising • TV, radio, national press, online • Raise awareness, • build understanding, drive online Paid for media partnerships DWP messages via trusted brands’ voices Build engagement and understanding • No-cost partners/stakeholders • Recruitment firms, consumer groups, unions carry our messages Media relations / social media Proactive engagement through traditional and digital media Drive to • Information • On Gov.uk and via partners, seeded broadly • Online engagement tools • Partner sites • For more specific queries e.g. TPAS, MAS

9. Media partnerships Regional press Mediaforce (80+ titles) for daunted RadioSmooth for dauntedReal for unprepared National press Sun and O2 for unprepared DigitalYahoo! for daunted Sky Sports for unpreparedeBay for unprepared

10. The future….. Tracking Post March plans What success looks like Next