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By Donia O'Loughlin | Published Sep 17, 2012

Dragon to feature in £3.5m auto-enrolment ad campaign

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The government is seeking to raise awareness of upcoming automatic enrolment legislation by featuring celebrity business leaders, including stars of Dragons’ Den and The Apprentice, in a new £3.5m advertising campaign starting today (17 September).

These latest advertisements form part of an £8.1m “total awareness” advertising drive, which encourages people being auto-enrolled by their employers into a pension to respond positively and remain in a scheme.

The new advertisements run from Monday 17 September until mid-October across TV, radio, print and online media and feature employers such as Dragons’ Den‘s Theo Paphitis and The Apprentice’s Karren Brady backing auto-enrolment.

The government describes auto-enrolment as a “the biggest change in pensions” for over 100 years, as it is aiming to get up to 11m more people saving in a workplace pension by 2018 from when the initiative starts in October.

This new campaign will see advertisements running on ITV, Channel 4, Sky, Channel 5, commercial radio stations and online, as well as print advertisements across the national press, key magazines and the business and trade press.

Different types of print advertisements with specific messages will target individuals and employers, DWP added.

The department expects that around two-thirds of individuals will remain saving in a workplace pension, while just 9 per cent responded to a DWP survey to say they would definitely “opt out” and choose not to take part.

Steve Webb, pensions minister, said: “I’m delighted that well-known bosses have taken part in our latest awareness campaign, and back the biggest change in pensions for over a century - automatic enrolment.

“People should know that all they need to do is look out for a letter from their employer, and if they do nothing and stay “in” they are effectively getting a pay rise.”

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