The Department for Work and Pensions has appointed MullenLowe London to create an integrated marketing campaign to raise awareness amongst job seekers as part of the roll out of Universal Credit.
The introduction of Universal Credit represents the biggest change to the welfare system in a generation. It is simplifying the system and ensuring it pays to work, with people moving into jobs quicker and earning more than under Jobseekers Allowance. The latest figures show that for every 100 people who find work under the old JSA system, 113 UC claimants will have moved into a job.
Universal Credit is replacing six existing working age benefits with one monthly payment. It is fundamentally changing the way the benefit system works because it not only supports people to find a job, it also goes on to help people to progress in work and increase their earnings.
MullenLowe London have been tasked with raising awareness of the opportunities Universal Credit presents, by highlighting the way it removes barriers and makes work pay, and driving changes in attitudes and behaviours.
Richard Caseby, Director of Communications at the Department for Work and Pensions said: “The fundamental purpose of welfare reform is to transform lives and provide opportunity for all. As it rolls out across Britain, Universal Credit is simplifying the system and opening up work. Our campaign with MullenLowe will ensure jobseekers know how this new support can help them and their families.”
An integrated campaign will launch later this month in the Manchester area with the line ‘Opening Up Work_’ across OOH, digital, print and radio.
Jamie Elliott, CEO MullenLowe London comments, “We are extremely proud to have been selected to help communicate this landmark reform which is a key part of the government’s agenda”
The appointment was made following a competitive pitch within the Lot 1 government roster.