COI calls in TBWA to explain new welfare rules to the nation

The Central Office of Information has awarded TBWA GGT Simons Palmer the task of communicating the Government’s welfare reform plans to the public.

The Central Office of Information has awarded TBWA GGT Simons

Palmer the task of communicating the Government’s welfare reform plans

to the public.



TBWA pitched against the fellow COI roster agencies, St Luke’s and FCA!,

for the task of explaining the Single Work Focused Gateway, a new

initiative from the Department of Social Security and the Department for

Education and Employment.



The Single Work Focused Gateway is a radical new Government initiative

aimed at enabling people to make just one application to receive a

variety of benefits rather than having to apply to separate agencies for

different services. The scheme caused an outcry last month, when reports

based on a leaked document suggested that the initiative would lead to

private companies running large parts of the welfare system.



The principle behind the new system, ministers say, is that the state

should no longer pay benefits passively, but should help people become

more independent.



TBWA is thought to be preparing an integrated campaign to coincide with

the launch of a pilot scheme next month. The agency will work with Wolff

Olins, which is creating the brand identity for the project. The account

is expected to be worth at least pounds 2 million a year.



The COI was unable to confirm the appointment as Campaign went to

press.



Paul Bainsfair, TBWA’s chairman, declined to comment.



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