Government focuses on growth in new cross-Whitehall marketing strategy

Government: new anti-smoking campaign planned for October
Government: new anti-smoking campaign planned for October

The government is to make ad campaigns aimed at stimulating growth a key part of the first cross-Whitehall communications plan.

Speaking at the Agile Government Communications Conference in Westminster on Monday (21 May), Cabinet Office Minister Francis Maude and the executive director for government communications, Jenny Grey, outlined the coalition's new approach.

Promoting economic growth will be a priority. Marketing aimed at entrepreneurs will run under the 'GREAT' campaign banner, which was launched to promote the UK abroad; another drive will use the strap-line 'There's a business in everyone'. A further campaign will encourage people to take up apprenticeships.

This follows the UK's dip back into recession and increased criticism of the government's growth strategy.

Other campaigns set for the coming year include activity to promote the controversial HS2 high-speed rail link.

Further investment will be made in the Think road-safety campaign, Frank drugs-awareness programme and a drive to encourage people to save for their old age. A campaign called 'Stoptober', aimed at getting smokers to quit, is also planned.

Reflecting on the strategy, Michael Warren, head of campaigns and strategy, Prime Minister's Office and Cabinet Office communications, said: 'It's by no means business as usual, but it's not a complete break from the past.'

Grey added: 'Government communicators are making a significant contribution to the government's efficiency programme. We are now a smaller, more agile operation that spends less money.'

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message