DWP to push AE through 'trusted voices' media blitz

The £11m workplace pensions campaign will use traditional advertising and brand partnerships as well as more subtle paid-for media partnerships. It will also include television adverts for the first time. The DWP hopes the media partnerships will bring the impending reforms “closer to home” by using trusted voices people are familiar with for groups who do not respond well to traditional advertising. It will target the segments of the population most likely to opt out – which the DWP has labelled the “daunted” and “unprepared”. Campaigns with regional press conglomerate Media Force, S...