New automatic enrolment advertising campaign launched

21 October 2015

A new national advertising campaign called ‘Don’t ignore the workplace pension’ has been launched to raise awareness of automatic enrolment among small and micro employers, business advisers and employees.

A new character has been introduced to our television screens with the launch of a campaign which aims to change the country’s perception of pensions in the workplace. The big, colourful ‘workie’ character will be seen visiting people in all sorts of work environments over the coming months, asking them not to ignore him.

The humorous ads come with a serious message. While automatic enrolment into workplace pensions has been rolling out across the UK since 2012, it is only now that 1.8 million small and micro employers are being required to take action to help their staff to save for later life.

The campaign has been launched by The Department for Work and Pensions and The Pensions Regulator and has been created to target:

  • Small and micro employers with fewer than 30 employees
  • Employers who employ, but do not run businesses – e.g. employers of domestic staff such as nannies
  • Business advisers: accountants, bookkeepers, payroll administrators and IFAs
  • Employees of small businesses

For further information and to view the advert, visit the Workplace Pensions website.