Government tasks Leo Burnett with selling the benefits of work to the unemployed

LONDON - The Department for Work and Pensions (DWP) has appointed Leo Burnett to develop a long-term umbrella campaign aimed at communicating the benefits of working.

Leo Burnett won the business after pitching against CHI & Partners, DLKW and Rainey Kelly Campbell Roalfe/Y&R.

The department and the agency will now develop a three to five-year communications strategy aimed at encouraging people into employment and getting them to stay in their jobs - one the DWP's main objectives. It will be targeted at key groups such as lone parents.

The resulting campaign will consolidate most of the DWP's existing work-related campaigns under a single umbrella. It will incorporate activity to raise awareness of changes to the way the welfare system works and promote support services such as training, in-work credits and benefits, and work trials.

Creative development and testing are expected to take place this autumn with the campaign due to start next year.

DWP communications director Sue Garrard said: 'Our work communications need to build people's desire to work, encourage them to think they can work and motivate them to take action. Leo Burnett will help us deliver these crucial goals.'

For the full story see this week's Marketing


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